Universal Standard "Tag, you fit"
SHORTLISTED FOR CREATIVE CONSCIENCE 2023
Emily Wasserman Cortina - Copywriter, Art Director, Strategist
Challenge: People of all sizes do not have access to flattering, stylish clothing
Insight: Being fat is an act of defiance
Solution: Invoke the defiant spirit of graffiti and positive self speak to push back against far phobia
People of all sizes don’t have access to flattering, stylish clothing. The clothing industry isolates and stigmatizes fat people, offering bigger designs for straight size bodies, meant to cover up instead of accentuate. Universal Standard invokes the defiant spirit of positive self-speak to push back against fat phobia. And by doing so, we are giving people the confidence to be unappologetically fat and use it as an act of defiance.
Case Study for the “TAG! YOU FIT.” Campaign for Universal Standard.
PRINT ADS: Our 2D poster executions will heavily channel a graffiti sale and feature real plus size women proudly wearing clothing designed with their proportions in mind. Helping hem feel and look their best self.
TAGS AND HASHTAGES: Instead of having size numbers on the clothing tags, they will just say “You Fit.” These tags will be beautifully designed to share n social media to trend as #youfit.
POP-UP SHOP: To activate this campaign, Universal Standard will open a pop-up shop in the New York fashion district with blank walls and spray paint for people to graffiti their own tag wherever it fits on the wall. There will be virtually limitless space on the walls for everyone to fit. When the wall gets too covered in tags, we’ll simply bring out another pop- up wall because everybody at Universal Standard gets to fit and there is no such thing as taking up too much space.
