Reposter

Read the campaign story

In March 2017, Skol introduced Reposter on its social channels, inviting women artists to reinterpret older advertisements that had objectified women. Contemporary reporting credits F/Nazca, while participating artist Manuela Eichner’s portfolio confirms the project and production credits. The opened sources differ on the number of contributors, so this account does not turn either count into a definitive total. The core execution was the deliberate reworking of the brand’s own advertising archive.

The editorial mechanism was visible revision rather than a detached statement of values. An old poster supplied something concrete to respond to, and the new artwork showed a different way of representing people. That before-and-after relationship gave audiences a means to understand the proposed change. It also required the brand to acknowledge that the material being criticised had come from its own history, not merely from an unnamed competitor or society at large.

Inviting artists changed who could shape the visual response. The campaign did not simply issue a new corporate sentence about respect; it made creative work part of the argument. In this reading, the archive became both the problem and the medium. The resulting pieces could be encountered individually while still referring to the same act of reconsideration, which helped the project retain coherence across different visual approaches.

However, revising an advertisement does not establish that an organisation has changed all of its practices. Audience trust depends on what follows, including future representation, commissioning choices and how criticism is handled. A campaign can open a conversation about past work without completing that conversation. The analysis should therefore avoid treating a public gesture as independent proof of broad organisational reform or as a reason to dismiss remaining concerns.

The verified outcome here is the documented creative intervention and its public presentation, not an isolated sales effect or a measured reduction in sexism. Because Skol is an alcohol brand, contemporary distribution would require appropriate adult-audience safeguards. The useful lesson is that a brand archive can be examined rather than hidden, provided the response gives contributors genuine credit and does not turn accountability into a self-congratulatory claim unsupported by continuing behaviour.

Use concrete evidence

Specific old and new work makes a change easier to assess.

Credit contributors

The people shaping the response should remain visible.

Connect gesture to practice

A campaign cannot substitute for continuing standards and behaviour.

A small test for another brief

Review an outdated piece of owned communication with affected readers.

Measure comprehension and whether later materials follow the standard.

Stop if participation is tokenistic or the change cannot be maintained.

• Select one example and explain what needs to change.
• Commission a credited revision with a clear contributor brief.
• Publish the rationale internally and apply the standard to future work.