I recently blogged about fresh expressions of wedding. I was just sent a link to an article about a “rebranding exercise” campaign for SHE Magazine. If I’m honest, I’ve never heard of SHE Magazine but I was intrigued by what they said about marriage as an act of nonconformity.
If the current perception is that marriage is the ultimate act of conformity, the new campaign aims to shows that actually, today, marriage can be the ultimate act of rebellion and non-conformity. The work plays on the fact that getting married is actually intensely independent; the moment when a couple recognises and welcomes the fact that they only need each other and no one else. Marriage isn’t safe and schmaltzy; it’s defiant and brave.
The key image features a black and white image of a female’s left hand sticking a finger up, as if swearing. On a closer look, it is actually the wedding finger – complete with a gold wedding ring – rather than the third finger, that’s being held up. The end line reads, simply: “Married. Because I mean it.” A range of 6 sheets and 48 sheet executions have been developed, with headlines including: “Don’t want to commit? I do.” and “Don’t want the world to know? I do.”
Well it certainly is provocative.