The Body Shop
The Body Shop, inspired by a speech by the inimitable Kiki Kendrick, commissioned host to produce an international campaign to confront the media stereotype of woman. The campaign had to engage franchises, drive business and wake the world up to the serious issues hidden beneath make-up and designer clothes. After initial strategic work to define Self Esteem, Ruby was born. The size 16 doll, photographed by Loaded photographer Steve Perry and pre-loaded with more self esteem than you could shake a stick thin model at, exploded onto the scene in a full-frontal assault, backed by a campaign of materials used all over the world. Both the strategy and the concept have been imitated ever since, which is hardly surprising when you understand that this was “the Body Shop’s most successful campaign ever”.