8M Generalitat de Catalunya Campaign: “Cap a una Normalitat Feminista” (Towards a Feminist Normality) is a campaign developed for the 8th of March of 2022 commissioned by Departament d'Igualtat i Feminismes of the Govern de la Generalitat de Catalunya.

Hoping to evoke reflection on what “normal” means when you’re a woman, Studio Eva Vesikansa created a campaign that links to the current moment of society, speaking directly to the women of this day and time. The voice is warm but straightforward and the visuals are simple yet motivating. The goal was to graphically represent what women are doing in real life: shaping the forms of what we hope to see.

The campaign consisted of four posters and a series of social media pieces portraying some of the values included in the feminist normality, two video scripts, and one radio.

Studio Eva Vesikansa wanted to convey two main messages. First, think again: the normal they aim for must be respectful, equal, and free. And second, enthusiasm: It’s “towards” because they’re already on it. They know where to go and won’t stop until we get our much-deserved, delayed rights.

The voice is warm but straightforward – a proud declaration of the feminist position: “What we call normal must be a lot better. Let’s walk towards a feminist normality”. In order to give it context, we created multiple structures to portray the values within a Feminist Normality. Three of them can be seen in the campaign posters across the city (Violence-Free Normality, Equal Normality, and Fair Normality) while others are presented in digital pieces.

Each primary value has its own visual translation: strong, solid icons that are bold and simple but also humanly created. The idea was to graphically represent what we, as women, are doing in real life: shaping the forms of what we hope to see. The colors were chosen due to their meaning in the feminist journey and worked until reaching an emotional effect with lots of contrast and inspiring energy.