标题 | Women To Look Up To |
广告公司 | McCann London |
广告战役 | Women To Look Up To |
广告主 | Women To Look Up To |
品牌 | Women To Look Up To |
首次发布日期 | 2017 / 9 |
行业领域 | 小家电及家居配件 |
广告口号 | Women To Look Up To |
剧情简介 | In a year when injustice perpetrated by powerful men dominated headlines, we reminded the world of how far women have come. By celebrating strong inspirational women at the top, in the form of 3D printed Christmas tree angels girls could look up to. The traditional family ritual of placing a symbolic figure in a position of power atop the tree became relevant again for millions of girls who saw they too could become future leaders. In support UN Women, the profits went to projects that empower girls to lead, while Women To Look Up To became a platform that continues to recognize female achievement in 2018. Setting about a virtuous cycle where the female leaders of today, inspire and empower those of tomorrow. |
哲学 | We created 3D Printed Christmas tree angels of powerful female role models to inspire and empower girls to reach the top. Re-envisioning a century-old outdated tradition as an uplifting story of female empowerment. Available to purchase online through our e-store, Serena Williams and Beyoncé were followed by Hillary Clinton, who won our online vote, a conversation that trended online and captured media attention. Clinton famously said, “you can’t be what you can’t see”, the reason we placed women in a position of power atop the tree in homes around the world, so that girls could see they can become future leaders. In support of UN Women, the ‘angels we all need in 2017’ as the media hailed them, were designed to be printed to order in just 6 hours, reducing wastage, and ensuring maximum profits could go to UN projects that empower girls to lead. Women To Look Up To became a global platform for celebrating female achievement, one that continues to inspire women and girls in 2018. |
问题 | Injustice and inequality perpetrated by powerful men dominated global media headlines in 2017. In the same year, a report found that 52% of girls still associate ’brilliance’ exclusively with men. The gender stereotypes that men are more likely to be ‘brilliant’ than women, stops girls from seeing themselves as future leaders, and from pursuing leading careers in fields like politics, business and science. In order to change this attitude early on enough to not discourage girls from pursuing greatness, we had to put female leaders where they could be seen at the top. In girl’s homes, on their screens and in their social feeds. |
结果 | Starting a global trend and conversation with a vote for our third angel (Hillary Clinton), our printers couldn’t keep up with demand, as revenues hit $80,000 in 4 weeks, we earned over 100 million media impressions and $10million in earned media, featuring on major tv talk shows - including alongside Hillary Clinton herself on The Steve Harvey Show - news channels, blogs, vlogs, and social feeds. Women To Look Up To became a global platform and continues to lead female culture and empowerment, and inspire and empower girls through product innovations and profits going to projects by UN Women. |
媒体类别 | 案例研究 |
长度 | |
更多信息 | https://www.womentolookupto.com |
首席创意官 | Rob Doubal |
首席创意官 | Laurence Thomson |
创意总监 | Dom Butler |
Creative | Charlotte Carnegie-Brown |
Creative | Ella Donald |
Creative | Liam Riddler |
Designer | DUZI Studio |
Designer | Lisa Carrana |
Designer | Matthew Thomas |
摄影师 | Theo Deproost |
剪辑师 | Martin Alvarez |
剪辑师 | Dom Butler |
Product Architect | Piotr Piosik |
Product Architect | Dom Butler |
Product Architect | Liam Riddler |
Product Manager | Marcin Piosik |
Product Manager | My3DTwin |
Social Media Manager | Savannah Power |
Social Media Manager | Dom Butler |
Planning Director | Karen Crum |
PR Director | Katya Escala |
制作公司 | My3DTwin |
制作公司 | Digits2Widgets |
制作公司 | CRAFT WORLDWIDE London |
Producer | Simon Ward |
制片 | Sara Beckman |
制片 | Chris Cartwright |
剪辑师 | Paul Jenkinson |