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    Memac Ogilvy & Mather Dubai: UN Women (detail)

Advertising: Sexist search engine suggestions make for superb UN campaign

Posted by Rob Alderson,

We’ve already seen Google’s predictive search function used in a charming creative way this year but now that same technology has been harnessed to socio-political ends, with blisteringly powerful results.

Memac Ogilvy & Mather Dubai came up with this superb campaign for the United Nations to show in a really direct, relatable way just how prevalent sexism remains in modern society. Starting with the simple premise of entering a Google search that begins “Women cannot…” or “Women should…” they saw what the algorithm threw up as suggestions. The brilliance of this idea is that everybody’s to blame as Google’s search function is based on popularity of previous search terms. By placing the results over the women’s mouths in the photographs, the result is unsettling, thought-provoking and undeniably worrying.

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    Memac Ogilvy & Mather Dubai: UN Women

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    Memac Ogilvy & Mather Dubai: UN Women

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    Memac Ogilvy & Mather Dubai: UN Women

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    Memac Ogilvy & Mather Dubai: UN Women

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Posted by Rob Alderson

Editor-in-Chief Rob oversees editorial across all three It’s Nice That platforms; online, print and events. He has a background in newspaper journalism and a particular interest in art, advertising and photography. He is the main host of the Studio Audience podcast.