Women's Day Highlights From Brands and Agencies Worldwide
From badass female stunt drivers to pioneering women gracing chocolate blocks, Muse takes a look at International Women's Day campaigns and recent women-focused initiatives from agencies and brands. One thing's for certain: women's empowerment is limitless!
Curiosity, 'Dot F*** the Patriarchy'
Taking a cue from British Vogue's March issue featuring 40 female megastars, Curious pays homage to its 70 percent female staff with Dot F*** the Patriarchy. Curiosity will feature the issue across TikTok, Instagram and LinkedIn with behind-the-scenes content throughout Women's History Month.
Firestone Walker Brewery, 'Properly Chill'
Firestone Walker launches a new campaign for 805, one of its Blonde Ales, for a spot celebrating female athletes and artists across its roster. "Authenticos" such as X-Games gold medalist and free rider Vicki Golden, MMA fighter Tabatha Ricci and singer-songwriter Jade Jackson gather for "Properly Chill." Trailblazing never (collectively) looked so good.
Ford, 'Dear Car Girl'
"Dear Car Girl" by Wieden+Kennedy New York showcases the talents of racers Gabby Downing and Lauren Stoney, stunt driver Dee Bryant and Ford engineer Fernanda Medina. The Mustang, celebrating its 60th anniversary, features prominently. Q&A videos will be shared across Ford social channels and encourage women to post about what makes them a #CarGirl. Ford has also penned a love letter to the women in auto, which will appear in Auto News.
Kotex, #ProgressFeelsLike
Kotex launched this platform to support a global study that says women worldwide feel progress is lacking. The period-care brand partnered with Rakish to create a film—produced by an all-female team—giving voice and a face to women who fight for equality. The film will primarily be distributed via social and digital channels. Kotex worked with Capital A, a female-founded, independent creative agency,
Lego, 'More Than Perfect'
The toy company's 2024 global study reveals that girls as young as five feel confident in their creativity—but that changes as they grow older. Anxiety about making mistakes and the burden of perfectionism are the root cause. With this in mind, Lego has built its biggest campaign celebrating girls and creativity.
Les Chocolats des Francais, 'Le Chocolat des Françaises'
Le Chocolat des Français takes a bite out of history. The French chocolate brand collaborated with TBWA\Paris to launch "Le Chocolat des Françaises," four chocolate blocks that spotlight pioneering women who left their mark on French history, but have since been largely forgotten.
PepsiCo, 'She is PepsiCo'
PepsiCo is promoting female frontline workers globally to demonstrate how women break stereotypes on a daily basis. Through the international "She Is PepsiCo" campaign, images of the company's honorees will appear on the sides of delivery fleets as they roll to their destinations. The beverage giant wants to celebrate their accomplishments and raise awareness about fulfilling career opportunities for women in manufacturing. The effort includes experiential and OOH activations. And here's a video about one of the honorees, Tracy Pendleton.
Havas, 'Meaningful Women'
Havas asked several of its female ad execs in New York, Paris and London questions ranging from "What are some of the challenges you’ve experienced in the workforce?" to "How has the industry evolved?" Responses culminated in a video called "Meaningful Women." Honest, at times full of heartbreak, their words are inspirational.
Scottish Widows, 'Beat the Gap'
Scottish Widows launched a digital tool to raise awareness and understanding of the gender pension gap. Created by adam&eveDDB, "Beat the Gap" supports a wider campaign, with media planning and buying handled by Zenith U.K. The work seeks to help women see how they are affected by hidden inequality.
Special Group, 'Pelvic Floor'
"Orgasm Better. Leak Less. It takes just two words. Pelvic Floor." That's is the main message Special Group is communicating in its first work for Femfit, a pelvic floor training brand owned by JunoFem. The campaign appears in the huge digital out-of-home site at Westfield’s Eat Street in London.
VML, 'Inspire Inclusion'
VML Lisbon has partnered with Free to Run, a charity that empowers women and girls through outdoor sports, to launch the Safe Marathon on IWD, purported to be the world's first virtual marathon. In London, VML will host a speed mentoring session with senior leaders delivering advice to advance their careers. It's sponsored by Magpie, an app that connects women to female mentors based on particular needs like maternity, building a personal brand and managing stress. Across Latin America, employees can send digital cards to colleagues who identify as women to tell them they're inspiring.
WPP, 'Making Space for Women’s Equity'
WPP's month-long campaign seeks to inspire a more inclusive world. On the docket is a full slate of programming, including panels and fireside chats in India, Japan, France, Spain, the U.K., Brazil and the U.S. WPP is also showcasing work from its agencies in support of women’s equity, such as Ogilvy's campaign with women’s rights advocates Grupo Estratégico PAE and VML's work with the Iran Democracy Council.
Molson, 'See My Name'
On the heels of Molson's multi-year partnership with the Professional Women's Hockey League, the beer brand has bought real estate on the backs of players' jerseys—in the space where hair often obscures their names. Working with Rethink, the effort aims to elevate the newly launched league's visibility—and allow PWHL players to reach star status, like their male counterparts. Player names now appear at the bottom of the jerseys. Paid media includes social, online video, a Sportsnet and Breakfast Television integration, as well as OOH across Toronto and Montreal.
Muschicraft, 'The Most Illegal Beer'
Independent feminist craft beer brand Muschicraft has brewed up a beverage called "The Most Illegal Beer." Working with Heimat, the pale ale willingly breaks laws—over 50 of them—simply because it was made by women (it's true!). Women brewmasters from Russia, Uruguay, Italy, Sri Lanka, Madagascar, the U.S came together for the effort. Proceeds support Women For Women International, a global organization that fights for gender equality. The beer will also be sent to ministries of justice and legislative bodies in countries with prohibitive laws calling for change. The beverage will be available for online purchase starting today.
Light + Fit X FFC, Grant and Women's Artist Series Pack
Light + Fit, in partnership with the Female Founder Collective, launched the Dannon Light + Fit x FFC grant program, which will award five creative female entrepreneurs with a $10,000 grant and a yearlong membership to the Female Founder Collective's 10th House program to help them grow their business. Light + Fit also debuts its Light + Fight Empowering Women Artist Series packs, featuring the work of entrepreneurial female artist, Brazilian-born Brooklynite Camila Rose, as part of its first pack in the series. The packs are available on shelves at select retailers nationwide for $3.99 per 4-pack.
