it's okay to...

Shortlisted for Death to Stock student competition & RMIT Awards

The Client:

Death to Stock.


The Brief:

Create a poster that completes the headline: “It’s Okay To…” that doesn’t overtly advertise. Our main focus is to make the internet more a beautiful place, and to share voices that need to be heard.


DTS is all about aesthetic and authenticity; we practise against creative blockers like our other stock photo and video competitors. Where others offer typical stock visuals, we offer stock as an art form.


The Insight:

In the office, women who are “too much” are just doing their job well.

At home, women who are “too much” are just sharing their opinions.

In public, women who are “too much” are just exercising their right to self expression.


An experiment conducted by Columbia Business School & New York University found that women in leadership are still subjected to the bias that ‘aggressive’ and ‘assertive’ are synonymous. They aren't Chief Operating Officer of Facebook Sheryl Sandberg says that “boys are socialised to be assertive, aggressive and take leadership. Girls? We call our little girls bossy”. Sandberg says that’s “a word…almost never used for boys. And that leads directly to the problems women face in the workforce”.


The Big Idea:

Why do we label women as “too much” when they have so much more to give?


Show the talented women of our world who are labelled, misrepresented and ‘unlikeable’ that they have only just scratched the surface of their potential.