A conceptual idea
Create an activation that addresses the body shame and stigma of black women being on medication to lose weight
Eli Lilly - Zepbound
The Idea
OurGlass Figures
“Hourglass” figures are the ideal standard of beauty but that figure is not always achieved by black women
Let’s redefine “hourglass” to be a symbolic display of the beauty of black women’s varying shapes
Storefront Stunt
Over 50% of U.S. clothing retailers had reduced or eliminated in-store plus-size sections, pushing larger sizes exclusively online.
Hence these stores are losing her (BW) foot traffic because they aren’t catering to her body type.
This shift further isolates her, reducing her enjoyment of shopping and feeling of inclusion in fashion.
ACTIVATION
Zepbound will station OurGlass figures in front of high fashion retailer storefronts.
We’ll position the statues in a way that peeks into the storefront.
This positioning showcases:
How the full figured Black woman is left out
Window shopping is her only option
The juxtaposition between her hourglass figure vs. the mannequins
SOCIAL COMMENTARY
We’ll condense the footage into a branded case study that showcases how affluent shoppers and tourists interact with the glass figures.
