Problem: Resting Bitch Face (RBF) is discriminatory against women in the workplace, preventing them from advancing as fast as their male co-workers. Women are seen as "bitchy", while men are "strong".
Reality: A person's RBF is their game face, their neutral face. Employees with RBF are harder working, more empathetic, and better communicators.
Insight: "Bitch" has both positive and negative connotations. We can't stop people from using "bitch" negatively, but we can empower women to enjoy their RBF and use it to their advantage.
What we did:
- Partnered with Benefit cosmetics because of their strong PoV,
- Created a branded content booklet that blurs the lines between catalog and magazine, and
- Stuck to what we know, the content revolves around RBF in creative agencies.
We looked at an immense library of portraits run through a facial recognition software that identifies RBF. It fascinated us that the traits of resting bitch face are found in everyone regardless of gender and race. Inspired, we used the average angles of RBF to create the grid used through out the publication.
Content Grid and Structure
Lauren Wilson - AD
Allison Carr - CW
John Sokolowski - CW
Moose - XD
As we dove into research we found this online tool created by Noldus Information Technology (one of the leading facial recognition companies).
With this you can upload a picture to test if you have RBF.