Break the code
Undisclosed 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 developed sponsored social posts to encourage people to take part
The proposed rollout also included print and OOH driving people to the campaign website.
The campaign website would allow people to watch the film, find out about the campaign and issues,
and help break the code by sharing a picture of themselves.
People would also be invited to share their portraits and stories with CODA on social using the campaign hashtag.
