Terre des Femmes: advert-body-2 by DDB Berlin

Short rationale: The latest campaign for Terre des Femmes, a Berlin-based women’s rights NGO, draws attention to the shocking numbers of domestic violence in Germany: 1 in 4 women are affected at least once in their lifetime. And, unfortunately, it doesn't happen only in Germany. UK numbers are just as bad, and worldwide statistics point to 1 in 3.

But because people don’t care for statistics – they feel abstract and like something that only happens to others – DDB Berlin decided to draw attention to this problem in a powerful way, that anyone could relate to. With a little help from a Berlin icon: the photo booth. DDB Berlin customised a photo booth with facial recognition software that could recognise when a woman was about to take a picture, and then applied bruises to one of the four photos – thus clearly illustrating the one-in-four statistic.