Challenge: Create a social campaign to celebrate women in a real and inspirational way for Valentine’s Day, International Day and Mother’s Day 2020. 

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Idea: As men get older, they get called words like ‘silver fox’ or ‘sugar daddy,’ whereas women endure labels like ‘cougar’ or ‘crazy cat lady.’ 

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‘Own the word’ is an opportunity to override these stereotypes and place a positive spin on the words and expressions used to label older women.

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My Role: ‘Own the Word’ was my initial idea, so it was amazing to work on the campaign from concept to completion. 

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I came up with creative concepts to celebrate women, designed and helped create the pitch deck using mock-ups and helped pitch the idea to the client.

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I found real women protagonists, created the look & feel of the campaign and art directed the shoot. To create the final assets I kept within George’s strict brand guidelines, edited the images, helped write/edit the copy and designed the campaign with three rounds of client feedback.