Break the code
Undiscolsed haircare brand
Eight out of ten women feel pressured to wear their hair a certain way. To explore where those expectations come from, we created an AI trained to learn “hair codes” in the same way people do, through society and the way women are represented. We then invited women to challenge those stereotypes by submitting photos of themselves wearing their hair on their own terms. Each image helped disrupt the system’s assumptions and expose the bias built into the code.
The campaign was developed in 2017, before AI became part of the cultural mainstream.
Unfortunately, the project never went live.
CODA Experience Journey
We created sponsored posts on social to encourage people to take part in the campaign.
We also used print and OOH to drive people to the campaign website.
On the campaign website, people could see the film, find out about the campaign and issues,
and help break the code by sharing a picture of themselves.
People were also invited to share their portraits and stories with CODA on social using the campaign hashtag.
