Women Are Not Designs – Haris&Co 2023 | Clapboard Ad Archive

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Women Are Not Designs - Design School | Clapboard Ad Archive

The "Women Are Not Designs" campaign by Design School, executed by Haris&Co., delivers a poignant message that resonates deeply in the context of International Women’s Day 2023. This integrated campaign, which spans digital, film, and other media formats, boldly challenges the societal expectations that seek to confine women to narrow definitions of beauty and identity. By framing the experience of womanhood as an "endless loop" of judgments and stereotypes, the campaign encourages women to embrace their authentic selves, flaws and all, and to collectively assert that they are "powerful, resilient, and unstoppable." The use of the hashtag #endtheloop serves as a rallying cry for solidarity and empowerment, reinforcing the campaign's core message that women should not be viewed as mere designs subject to societal whims. What Clapboard's taxonomy would classify as FORMAT#3—Symbolize the Problem, the campaign relies heavily on metaphorical language and symbolic imagery rather than literal representation, effectively highlighting the systemic pressures that women face. By avoiding traditional product demonstrations or celebrity endorsements, the campaign opts for a more introspective approach that speaks to the emotional and psychological burdens women carry due to societal scrutiny. Launched in key markets like India, the UAE, and the UK, the campaign's strategic timing aligns perfectly with global conversations about gender equality and empowerment, positioning Design School as a forward-thinking institution that values social responsibility alongside its educational mission. The campaign earns 59/100 in Clapboard's global creative archive. This initiative not only contributes to the ongoing discourse around women's rights but also signals a shift in how educational brands can engage with cultural issues, moving beyond traditional narratives to foster meaningful connections with their audience.

Credits

Client

Design School

Agency

Haris&Co.

Production House

Haris&Co Production

Direction

SIba Fazal, Abu Nabhan

Cinematographer

Vishnu KP

Asst.cinematography

Amal Lukman

Editor

Suhail

Md

Haris Aboobacker

Design School Team

Abu Nabhan

Category Mind Map

48%

The "Women Are Not Designs" campaign by Design School, created by Haris&Co., positions the brand as a progressive and socially conscious entity that challenges societal norms related to women’s representation and expectations. Through a narrative that urges women to break free from the restrictive “loop” of judgments and stereotypes, the campaign conveys a promise of empowerment, authenticity, and resilience. It aligns the Design School brand with the values of self-acceptance and strength, suggesting that true beauty and identity cannot—and should not—be confined to predetermined templates or external design standards. Strategically, the campaign leverages the cultural moment of International Women’s Day across diverse markets including India, the UAE, and the UK, recognizing the global relevance of conversations on gender bias and empowerment. The insight driving the campaign rests on the emotional and societal burden women face due to persistent and cyclical societal expectations that attempt to "design" or define their identities. By framing these expectations as an “endless loop” that must be broken, the campaign taps into a shared desire for liberation and authenticity among women, encouraging collective action and solidarity through the hashtag #endtheloop. The creative approach employs a clear and direct narrative, supported by film and integrated digital media, to foster engagement and resonate emotionally with women who identify with the tension between societal pressures and personal authenticity. This strategy positions Design School not only within education and media but also as an advocate for cultural and social progress, differentiating it in competitive markets by addressing deeper societal issues beyond its core industry offerings.

FORMAT#3 SYMBOLIZE THE PROBLEM — Uses symbols or analogies to represent the problem instead of showing it literally. This campaign, “Women Are Not Designs,” fundamentally hinges on symbolism: equating women to “designs” as a metaphor for how society objectifies, molds, and judges women based on external expectations. The repeated phrases “endless loop” and the campaign’s call to “#endtheloop” further reinforce the use of metaphor and analogical language to depict a repeated social problem. There is no product demonstration, explicit problem-solution format, testimonial, storyline featuring product resolution, user imagery, or celebrity-driven narrative. Instead, the campaign leverages symbolic, narrative cues—employing the idea of “design” and “loops” as metaphors for social judgments—effectively using analogies to highlight systemic pressures placed upon women. This matches most closely with Format #3 Symbolize the Problem where the creative device deliberately avoids literal depiction, opting instead for thought-provoking symbols to represent a societal issue.

1. Pearl Academy – Positioned as a leading creative education institution, Pearl Academy emphasizes industry-aligned curriculum in design, fashion, and media, fostering innovation and practical skills to prepare students for global competitive markets. Their strong industry linkages and focus on experiential learning differentiate them. 2. National Institute of Fashion Technology (NIFT) – Known for its government-backed stature and comprehensive programs in fashion, design, and media, NIFT combines academic rigor with a legacy of producing industry-ready professionals, focusing on sustainability and social responsibility. 3. Central Saint Martins (University of the Arts London) – Globally recognized for avant-garde creative education, CSM blends experimental design pedagogy with a strong emphasis on individual expression and cultural relevance, positioning itself at the forefront of innovative design and media education. 4. Arena Animation – Specializes in digital media education with a practical, industry-focused approach, Arena Animation stands out by offering specialized courses in animation, visual effects, and multimedia that attract students aiming for careers in entertainment, media, and digital creativity. 5. Dubai Institute of Design and Innovation (DIDI) – As a regional pioneer in design education, DIDI differentiates itself through a cutting-edge curriculum integrating technology, entrepreneurship, and global design thinking, targeting creative talent in the UAE and broader Middle East markets.

Q: What is Women Are Not Designs about? A: Women Are Not Designs is a 2023 campaign created by the agency Haris&Co. for the brand Design School, launched across India, the United Arab Emirates, and the United Kingdom. The campaign centers on challenging societal judgments and expectations imposed on women by using the metaphor of women as “designs” to highlight objectification and stereotyping. It calls for women to break free from this repetitive cycle, or “endless loop,” of societal pressure and to embrace their authentic selves with all their strengths and flaws. The campaign was released in celebration of International Women’s Day and spans digital, film, and integrated media formats. Q: What creative device does Women Are Not Designs use? A: Women Are Not Designs employs the creative format classified by Clapboard as Format #3 Symbolize the Problem. This approach uses symbolism and analogy rather than literal depiction to convey its message. The campaign equates women to “designs” as a metaphor for how society molds and judges women based on external expectations. The repeated motif of the “endless loop” and the hashtag #endtheloop further reinforce this symbolic representation of cyclical social pressures. By avoiding direct narrative or testimonial formats, the campaign relies on thought-provoking metaphors to highlight systemic issues affecting women. Q: What is the campaign proposition for Women Are Not Designs? A: The campaign positions Design School as a progressive and socially conscious brand that challenges restrictive societal norms around women’s representation and expectations. It speaks directly to women, urging them to break free from the “endless loop” of judgments and stereotypes that confine their identity. The proposition emphasizes empowerment, authenticity, and resilience, aligning the brand with values of self-acceptance and strength. This strategic positioning matters in the media, beauty, and education sectors by addressing deeper cultural issues and fostering solidarity and liberation among women across global markets. Q: How does Women Are Not Designs rank in Clapboard's archive? A: Women Are Not Designs holds a Clapboard Campaign Score of 59/100 in Clapboard’s global ad archive. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance as assessed by Clapboard’s curatorial standards. The rating indicates the campaign’s effectiveness in delivering its symbolic message and engaging audiences across multiple markets through integrated media, while contributing meaningfully to conversations on gender equality and empowerment. Q: Who are the competitors in Design School’s category? A: Design School competes with several prominent creative education institutions and media brands. Pearl Academy differentiates itself through an industry-aligned curriculum focused on design, fashion, and media with strong practical skills development. The National Institute of Fashion Technology (NIFT) is known for its government-backed programs emphasizing academic rigor and social responsibility. Central Saint Martins in London leads with avant-garde pedagogy and cultural relevance. Arena Animation specializes in digital media education targeting careers in entertainment and multimedia. The Dubai Institute of Design and Innovation (DIDI) stands out with its integration of technology, entrepreneurship, and global design thinking in the Middle East market.