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17 April 2019

What Makes You Beautiful

by Syd Briscoe

Macy's: “Find Your Beautiful” - 60s

US department store chain Macy's encourage customers to change how they feel about the concept of beauty in this lofty ad. While many feel beauty standards restrict them because of their appearance, the retailer encourage a different take on what it means to be beautiful.

By shifting the focus to inner rather than outer beauty, the film offers a more inclusive look at the world. Women of all ages, races, and body types are included, finally labelled beautiful simply for being their own unique selves. Touching work with a universal message of self-acceptance.

Creative Agency: BBDO New York Ⓟ Ⓦ
CCO: Greg Hahn
ECD: Danilo Boer / Marcos Kotlhar
Associate CD: Kat Kvas
Production Services: The Lift Ⓟ Ⓦ
Executive Producer: Nicky Barnes
Cinematographer: Chayse Irvin

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