International Women’s day is a saturated environment. 2020/21 also meant our audience’s attention was diverted to the pandemic and away from other issues. We saw this as an opportunity to present our work through a differentiated and positive lens in order to draw our audience’s attention towards the celebration of women. The campaign looked to highlight the Fearlessly Independent, New Balance brand positioning, as well as the inspirational story of everyday South African women.
NEW BALANCE INTERNATIONAL WOMEN’S DAY 21
Understanding the importance of International Women’s Day, we were able to highlight the Fearlessly Independent and inspirational story of everyday women going out and achieving their goals and inspiring others along the way through a powerful South African content piece and social media.
Instead of an expected, established influencer, we decided to use someone that authentically represented the audience at hand. The campaign, lead by Nqobile Gama showed that Fearlessly Independent is more than a single phrase, image or emotion, it’s a behaviour.
We combined videography and photography, colour and black and white, and made use of fast-flowing movements and powerful filming and editing techniques to give the video a sense of timelessness. Whilst bringing the struggle for gender equality to life in a subtle way and highlighting the brand positioning.
Our South African version was chosen to headline the New Balance International Women’s Day messaging.