CLIENT: P&G Group
Across countries and continents, we have reached consensus on the need for gender equality. We largely agree that women and men should have the same opportunities, but there are still many differing opinions on how to make gender equality a reality. And one flawed assumption has risen to the top: that gender equality is a women’s issue, and that women need to change to make it a reality.
Our creative team wanted to create something that captured the cacophony of all the myths that women are bombarded with each and every day—whether through the media, from thought leaders, and in many offices.
Using interactive features as part of this awareness-driving campaign, we utilized old school meets new school to encourage summit attendees to “change the story” of Gender Myths in the workforce. Walls of analogue televisions, flat-screens, and kiosks, were used to display a “true + false” style messaging that suggested attendees could change the information by simply switching a button. This Interactive experience has been featured at Davos World Economic Forum, P&G Global Headquarters, NYC Bloomberg Building and Vancouver’s “Women Deliver” Conference.
Across countries and continents, we have reached consensus on the need for gender equality. We largely agree that women and men should have the same opportunities, but there are still many differing opinions on how to make gender equality a reality. And one flawed assumption has risen to the top: that gender equality is a women’s issue, and that women need to change to make it a reality.
Our creative team wanted to create something that captured the cacophony of all the myths that women are bombarded with each and every day—whether through the media, from thought leaders, and in many offices.
Using interactive features as part of this awareness-driving campaign, we utilized old school meets new school to encourage summit attendees to “change the story” of Gender Myths in the workforce. Walls of analogue televisions, flat-screens, and kiosks, were used to display a “true + false” style messaging that suggested attendees could change the information by simply switching a button. This Interactive experience has been featured at Davos World Economic Forum, P&G Global Headquarters, NYC Bloomberg Building and Vancouver’s “Women Deliver” Conference.
MY ROLE(S)
Creative lead.
Concepted campaign idea with creative directors, created initial installation sketches, worked with editor to create 5 different groups of videos (sexual harassment, life at home, stem, leadership, confidence), created presentations to visualize all of our ideas to the client
Production:
Worked on the installation design with SquareDesign, collected women empowerment art-work from various social media, supervised on-set in NYC-Bloomberg HQ, Cincinnati P&G HQ, and in Davos, Switzerland.
Design: Typography design across all videos, designed all posters/video cards, supervised the animation editor.
DELIVERABLES
First installation in Davos, Switzerland
3 more instllations in NYC, Cincinnati, Vancouver
10+ Short social posts
Print handouts
Creative lead.
Concepted campaign idea with creative directors, created initial installation sketches, worked with editor to create 5 different groups of videos (sexual harassment, life at home, stem, leadership, confidence), created presentations to visualize all of our ideas to the client
Production:
Worked on the installation design with SquareDesign, collected women empowerment art-work from various social media, supervised on-set in NYC-Bloomberg HQ, Cincinnati P&G HQ, and in Davos, Switzerland.
Design: Typography design across all videos, designed all posters/video cards, supervised the animation editor.
DELIVERABLES
First installation in Davos, Switzerland
3 more instllations in NYC, Cincinnati, Vancouver
10+ Short social posts
Print handouts
Bonus photos in Davos 🙃️