Direct-to-consumer shaving brand Billie’s latest campaign, released on Tuesday, expands the brand’s offerings into a new category: satirical board games.
“No Worries If Not!” is rich in razor-sharp commentary that mocks the absurd and arbitrary social rules that women have to play by in life.
Players are tasked with the impossible goal of making it to Everyone’s Happy, No One’s Mad Land, but are continually set back by banishments to Judgement Junction, Self-Doubt Spiral and You Look Tired Triangle.
Cards call out double standards that most, if not all women have personal experience with; for example, “You decide to have kids. Go to Judgment Junction. You decide not to have kids. Go to Judgment Junction.”
The game is impossible to win, driving home the point that for women, the entire system has been rigged from the start.
“By making a joke out of these absurd scenarios with which we all have experience in day-to-day life, you quickly realize the whole game that we’re playing is pointless and you feel like you’re well within your right to say, ‘you know what, I’m just going to unsubscribe from this,’” Georgina Gooley, Billie co-founder, told Campaign US.
The point of the game is less about winning and more about shedding light on the impossible task of womanhood — and the potential to quit trying to win, both on the board and in real life.
“If you’re going to try and play by the rules, you’re never going to win,” said Gooley. “So play by your own rules.”
The game’s launch is a well-timed addition to the discourse surrounding Greta Gerwig’s Barbie, specifically America Ferrera’s spot-on monologue decrying, as Gooley described it, “the double standards and the scrutiny that women are put under.”
“If you were to turn that monologue into a board game, you would get this board game that we created,” she added.
“The more you point out a wrong and try to right it, and the more people come on board and support that as well, the more something that was not normal in the past becomes accepted,” she said, adding that this gives people the “freedom to make decisions for themselves.”
Billie’s marketing approach overall aims to “upend societal expectations [put] on women,” said Gooley, pointing to a summer 2019 campaign which showed models with unshaved bikini lines. Its Project Body Hair campaign was the first to show women’s body hair in a razor ad, whereas other razor brands show hairless legs being shaved.
This article originally appeared on Campaign US.