Walmart officially launches the Empowering Women Together campaign through the retail giants Global Women's Economic Empowerment Initiative. The online destination Empowering Women Together gives shoppers who want to buy unique and interesting products the opportunity to do so while supporting small women-owned businesses around the world.
With each purchase, consumers lift and empower the women behind these products to create new jobs and improve both their own lives and the lives of their families and communities. Currently, Empowering Women Together is offering shoppers more than 200 items from 19 businesses in nine countries.
In the Initiatives own words:
Women in the world's economically-challenged nations − and even here in our own backyard − dream of a better life. Yet for most, entrepreneurial success is an exception, not because they lack the ability or drive, but because so often they lack the opportunity. At Walmart, we're working to change that. As part of our commitment to empower women worldwide, we've launched Empowering Women Together, a Store For Good, and a dedicated space on Walmart.com that connects products from women-owned businesses around the world with U.S. consumers. Our hope is to provide these hard-working women with opportunities to improve their own lives, while creating new jobs and enhancing the lives of their families and their communities. Each supplier in the Empowering Women Together program is a woman-owned business or an aggregator with the mission of supporting women-owned businesses.
Emily Hodgson and Emilie Riis, the duo currently lobbying Nike to make its coolest men’s trainers available in women’s sizes, have been invited by Reebok to collaborate on its women’s trainers.
Hodgson and Riis (who work together at ad agency 18 Feet & Rising) launched a campaign last month to shake up the predominantly pink and girly women’s trainers market under the name Purple Unicorn Planet (PUP), with a website disguised as a fantasy trainer shop at www.purpleunicornplanet.com
Following the vast amount of press coverage and support PUP received since launch, sportswear giant Reebok got in touch to ask the two Emilies to collaborate with its team.
Press:
Nike lobbyists to work with Reebok to shake up the women’s trainers market
15.08.13: Emily Hodgson and Emilie Riis, the duo currently lobbying Nike to make its coolest men’s trainers available in women’s sizes, have been invited by Reebok to collaborate on its women’s trainers.
Hodgson and Riis launched a campaign last month to shake up the predominantly pink and girly women’s trainers market under the name Purple Unicorn Planet (PUP), with a website disguised as a fantasy trainer shop at www.purpleunicornplanet.com
The pair, who work together at ad agency 18 Feet & Rising, sent a letter to Nike with their requests. Purple Unicorn Planet has its own hashtag #pleasejustdoit and Twitter feed @PunicornP
Following the vast amount of press coverage and support PUP received since launch, sportswear giant Reebok got in touch to ask the two Emilies to collaborate with its team.
Meanwhile, Nike’s response to the campaign has been met with frustration and disappointment at PUP HQ. Nike sent a representative to meet with the pair to discuss PUP and subsequently issued the following statement:
"We have been in touch with Emily and Emilie and we find their campaign very interesting. We have always been and will continue to be supportive of feedback from our consumers. NIKE is committed to our sneaker community and will continue to work on offering new and exciting products."
Despite Nike’s stated commitment to the sneaker community, the brand has given no explanation to Purple Unicorn Planet and its supporters on why the women’s range is so limited, and there is no response to PUP’s goal. Emily Hodgson said: “It’s great to see someone step up. We’ve been delighted and amazed by the response we have received since we launched PUP. The fact that the people at Nike haven’t yet given us the answers we’re looking for is a disappointment.”
Emilie Riis said: “This is a big opportunity and failing to see it means you will be missing out. We want to collaborate with a brand that is taking the shortage in the category seriously. It’s great to see that we’ve struck a chord with so many women round the world who feel the same way we do, and we are driven by giving them a better trainer selection in smaller sizes.
To get women to make heart healthy choices and reduce their risk of heart disease and stroke, Becel and The Heart and Stroke Foundation invited moms to what they thought was a regular school play. Instead, each kid read their mom a personal, heartfelt letter explaining how well she takes care of them. Moms were then asked to take care of themselves too. Developed by DDB Canada's Toronto office, the integrated campaign encourages women to take better care of their health. Full press below.
Toronto, January 24, 2013 — Heart disease and stroke is a leading cause of death for women in Canada1, yet 80 per cent of the risks can be reduced through lifestyle changes. To encourage women to prioritize their own well-being, Becel® recently launched a heartwarming integrated advertising campaign encouraging moms to take action and take better care of their health.
Becel® is the founding sponsor of the Heart and Stroke Foundation’s The Heart Truth™ campaign, which calls on women to put their own health first by assessing their risk for heart disease and stroke, talking to their doctor, and making heart healthy lifestyle choices in order to enjoy a long and healthy life with their loved ones.
“Heart disease and stroke take one in three Canadian women before their time2, resulting in too many children losing their mothers,” says Margaret McKellar, senior marketing manager – Spreads Canada. “Becel wants to drive home the relevance of heart disease and stroke with women and provide them with the tools necessary to make positive changes in their lives.”
With moms more likely to listen to their children than a marketing message, Becel® enlisted the help of elementary school students of an Ottawa public school to surprise their moms by reading aloud heartfelt letters explaining, in their own words, how well their mothers take care of them. The emotional live event created in partnership with the Heart and Stroke Foundation, was filmed for the campaign.
“Women put too much pressure on themselves and sometimes are so focused on the health and happiness of their family that their own health is sacrificed,” says Denise Rossetto, mother of twins and creative director at DDB Canada. “If a woman doesn’t look after herself, she may not be around for her family.”
Developed by DDB Canada’s Toronto office, the national integrated campaign, includes English and French versions of the spot “Love Letters,” an online video, entitled “It’s OK Mom” that people can personalize to encourage a mom and share with their social networks, and digital advertising, which is being supported with public relations and a blogger outreach program. To learn heart healthy tips, get a behind-the-scenes look of the commercial and read the children’s love letters, consumers can visit the campaign site: Becel.ca/EncourageAMom.
The campaign is the result of collaboration between Becel’s agency partners, with DDB Canada’s Toronto office responsible for the strategy, mass, digital and social executions, working closely with DDB Canada Montreal (French adaptation), Edelman (public relations and social media), Mindshare (media), Integrated (shopper marketing) and Ariad Communications (eblast), in partnership with Sapient who is responsible for Becel.ca.
The “Love Letters” TV spot launched on January 21, 2013, followed by cinema and digital campaign elements in market the first week in February for Heart Month.
DDB Canada has partnered with Unilever Canada as Becel’s agency of record since 2009.
The Women’s Interlink Foundation (WIF) has launched an initiative whereby scarves made by vulnerable young Bengali women will be sold in the UK through Topshop, with all the profits going back to the women. The charity’s Key To Freedom initiative, which is supported by HRH the Duke of York, provides women in West Bengal in India who have been exposed to domestic abuse, and in most cases trafficked into the sex trade, with skills to earn an income. The initiative is supported by a point-of-sale, digital and social media campaign by Mother. Each Bengali woman signs a swing tag attached to the hand-printed scarf she has created which carries the call to action “Share how you wear your scarf at Keytofreedom.org” — encouraging people who buy the garment to submit pictures of themselves wearing it. These images will form the basis of the brand’s social presence and provide content for its Facebook page at Facebook.com/KeyToFreedom. Key To Freedom branded scarves will go on sale in Topshop in London, New York, Las Vegas, LA, Hong Kong and Melbourne on July 16th. WIF provides accommodation in safe houses for the women where they are taught sewing and textile printing. The Indian printed designs available Topshop are an example of the garments the women hope to produce to help them become economically independent. Kieran Bradshaw, strategist at Mother, said: “We have a great set-up with WIF, a beautiful product and now a great brand, so this initial launch is just the starting point in being able provide an income for the girls and to build a sustainable social enterprise model. “
Credits: Creative Advertising Agency: Mother, London Art Director, Copywriter, Planner, and Agency Producer: Mother
In India women of all ages are feeling 18 again, yes it's true thanks to "18 Again." What is 18 again you ask? Well, according to this wonderfully entertaining new ad for said product(because it's totally new to me) is a vaginal tightener and lubricating gel that will not only make you dance, feel younger and well this stuff will make any woman feel like a virgin. They actually claim this stuff will empower women, sorry the new age women.
18 Again', a vaginal rejuvenation and tightening gel is redefining the term women empowerment It is a powerful and natural answer to intimate feminine concerns. A remarkable product to empower the new age women.
Credits: Ad Agency: Curry Nation, India
The spot and the product itself don't seem to be doing to well over at the 18 Again YouTube channel.
Roxy, the world’s leading women’s lifestyle company, partnered with Digital Brand Architects and ClickFire Media to ask girls around the world: are you living life to the fullest? To extend this question to Roxy’s worldwide fan base, the boutique agency and digital design studio combined their expertise to create “Dare Yourself,” a social media campaign that challenged women to push their limits and empower themselves.
The “Dare Yourself” initiative challenged customers and fans of the Roxy brand to measure their exciting lifestyles against other women across a range of social media platforms, including Facebook, Instagram, Twitter, Pinterest, and YouTube. Contestants participated by submitting a 150-word response along with three photos or a one-minute video demonstrating how they “Dare Themselves” every day. By entering, five women between the ages of 18-28 got a chance to win a trip of a lifetime. Additionally, contestants continue to interact with the brand via the #ROXYDARES Photo Challenge, an Instagram based gallery that invites women to submit photos of themselves completing weekly challenges. To all the ROXY girls who Dare Themselves. This is for YOU!
The global campaign, which went live simultaneously in over 40 countries and 11 different languages, received 2,500 entries and collected some 245,887 “Likes” on Facebook, bringing the total to more than 2,879,000 to date. On Twitter, the #DAREYOURSELF hashtag earned an impressive 1.6M impressions while over 6,357 users shared their submissions via the #ROXYDARES Photo Challenge on Instagram, generating over 686,000 impressions.
As part of a growing trend of user-generated campaigns, “Dare Yourself” succeeded largely through the collaboration between DBA, ClickFire Media and the Roxy brand, which generated an online strategy that engaged fans with a positive message. Digital Brand Architects collaborated closely with Roxy on the aggressive influencer outreach effort, brokering partnerships with targeted media and bloggers – including Wavelength Surf Magazine, The Contrast Magazine, among many others – to secure exposure and engagement for the campaign among targeted audiences. This strategic prowess is matched only by the campaign’s technical underpinnings. ClickFire Media’s team of technologists and developers constructed a multi-lingual Facebook experience that coordinates user uploads, submissions, and voting through a custom-made content-management system. The Facebook experience also featured a dynamic photo gallery that pulls from the ever-growing collection of #ROXYDARES-tagged photos on Instagram, and an interactive map that used Google API to track submissions from Roxy girls across the world.
The new campaign is a logical follow-up to Roxy’s wildly successful 2012 ‘Let the Sea Set You Free’ campaign. “‘Let The Sea Set You Free’ campaign proved Roxy’s fans are not only fun-loving, adventurous, and epitomizing everything the brand stands for, but were also eager to engage and share their own content with the Roxy community,” explained Digital Brand Architect’s Annabelle Smith.
Credits: Client: Roxy Campaign: “Dare Yourself”
Social Media Agency: Digital Brand Architects Digital Design/Development: ClickFire Media
During rush hours many women in Tokyo choose special cars «only for women» to avoid stickings.
Now many men who are afraid of charges in stickings, reflect on creation of special cars «only for men». Ten shareholders of the company «Seibu Holdings», operating capital underground, have submitted the collective demand about creation of cars specially for men.
«There were many cases of palpation, but were as well false charges in palpation from women», — are spoken in an official statement of initiative group. — «Though enough effectual measures against palpation have been accepted, for example, creation of cars «only for women», is accepted any measures against false charges in palpation… In the spirit of gender equality it was not necessary to create «man's cars».
The question of false charges in palpation has received loud publicity after in April of this year the Supreme court has cancelled a verdict of guilty concerning the professor who ostensibly felt the girl in a train in Tokyo. Judges have specified in necessity to show care in such cases when the accuser is a unique source of the information on incident. However the inquiry of shareholders can be rejected, as board of directors "Seibu" opposes this idea.
«The validity consists that we have received very few inquiries from passengers concerning creation of such cars», — is spoken in the board answer. According to police reports, in 2007 on charge in palpation in Tokyo have been detained about 2000 men.
As part of a brand re-launch, Lil-Lets has created a new campaign aimed at encouraging women to embrace their femininity.
Women’s bodies work in amazing ways and Lil-Lets knows why women feel the way they do during their cycle. The new campaign positively embraces this knowledge and shares it with an unexpected edge that may surprise women themselves.
Using striking headlines and intriguing insights including ‘HORNY’ which reveals that “if your period makes you feel a bit horny, it’s because your body knows an orgasm is one of the best, natural ways to ease the discomfort of cramps”, the campaign hopes to connect with today’s woman and recruit a new younger generation to the brand, as well as appealing to loyalists.
The press campaign will appear in women’s monthlies and weeklies. The digital campaign features True and False questions linking to an interactive Body iQ quiz that tests the nation’s knowledge of how the body works, including everything from orgasms to the shopping gene.
Clodagh Ward, Director of Marketing at Lil-Lets, said; “At Lil-Lets we are passionate about celebrating femininity and all there is to love about being a woman. The campaign devised by Leagas Delaney brings this vision to life and underpins what we are all about – we know that periods are a natural part of a woman’s life and we are in tune with how it makes you feel.”
Nigel Roberts, Creative Director at Leagas Delaney, said; “We wanted to create a campaign that was different to the category. Candid references to why your body works the way it does during your period has grown-up honesty to it.”
The press ads will feature new packaging and highlight key products outside of their heritage in tampons, including applicator tampons and towels.
Credits: Creative Director: Nigel Roberts Associate Creative Director: Timo Klaarenbeek Art Director: Chris Felstead Copywriter: Adam Arber Digital Art Director: Kalle Everland Digital Copywriter: Will Pike Account Director: Layla Potter Agency Producer: Alexa Easterby/Ben McMullen/Amy Chalkley Photographer: Jo Metson Scott
American filmmaker Paul Feig was always the bridesmaid and never the bride when it came to his career. At least that's how he saw it. But at 48-years old he's now the blushing bride. The writer, director and producer's latest film Bridesmaids is a colossal success, having just passed the $130 million mark at the US box office and opening in Australia last week. Feig said he relates to the central character Annie (Kristen Wiig) who's at a slump in her professional and personal life.
``It's the exactly kind of story I do in everything,'' he said.
``This person doesn't know where they belong in the grand scheme of things and that appeals to me because that's how I feel in every single moment of my life, even when things are going right.
``That's how I felt for a lot of my career. I mean, I think I'm making good work and then . . .
``Bridesmaids is the first thing I've had a big part in that's been successful.''
Success is in the eye of the beholder when it comes to Feig. After meeting Judd Apatow (Knocked Up, The 40-Year Old Virgin) when they were both teenagers and doing stand-up together, the pair created Emmy-nominated teen series Freaks and Geeks. It was cancelled before the end of the first season, but not before it launched the careers of its stars James Franco, Seth Rogen, Jason Segel and Linda Cardellini. It also became a cult hit. Feig went on to direct several unsuccessful features such as I Am David and Unaccompanied Minors, before making a considerably more successful return to TV directing Arrested Development, 30 Rock, Mad Men, Weeds and the US version of The Office.
But it was Apatow who coaxed him back to the big screen with a ``fantastic script'' from former Saturday Night Live star Kristen Wiig and her writing partner Annie Mumolo.
``With Bridesmaids, we wanted to tell a very relatable and real story that appealed to both women and men,'' he said.
``It was easy to avoid all the pitfalls of the chick flick genre because it's not how any of us thought.
``Those types of films come from people doing things they think women want to see, which is really condescending.
``We knew we wanted to go R-rated with it and we wanted women to see other women on screen who are just as dirty as they are.''
From suffering food poisoning in a bridal shop to dropping the C-bomb, the ensemble cast of Bridesmaids don't play clean. Feig said he and executive producer Apatow even shot a PG-version of every scene in case the women at test screenings didn't like it.
``But they loved it,'' he said.
The film follows a rag-tag group of Bridesmaids as they're led through the pre-wedding rituals of bachelorette parties, bridal showers and dress fittings. Led by Wiig, Bridemaids also stars Melissa McCarthy, Jon Hamm, Aussies Rose Byrne and Rebel Wilson (Thank God You're Here, Fat Pizza) in her first big Hollywood role. Wilson plays the sister of Annie's weird room mate, Little Britain's Matt Lucas.
``I'm so happy Rebel's in it, I'm such a big fan of hers,'' said Feig.
``The room mates weren't originally in the script but we knew Matt Lucas wanted to do something in the film but we didn't know where or what.
``Then Rebel came in to audition for one of the bridemaids and she was so hilarious, I turned and said to Judd `she looks like Matt's sister.'
``She's such a great improvisational comedienne and it's so exciting to have her in it.''
With Bridemaids a financial and critical success and talk of a sequel, Feig and Apatow are now working on another comedy starring Mad Men's Jon Hamm. Hamm has openly spoken about his appreciation of the skilled and suave Fieg - who's known for wearing a suit to work everyday.
``Other directors are just a bunch of slobs,'' joked Feig, in reference to the director's stereotype of casual dressers.
``I've been doing it for the past 11 years.
``In fact, I went to direct Mad Men and I showed up on the first day and they thought I was there for casting.''
The new “Vikings” exhibition at Discovery Times Square is, in a sense, built around something that isn’t there.
The exhibition, which opens on Friday, was organized by the Swedish History Museum in conjunction with MuseumPartners in Austria, and the people behind it really want you to know that during the 350 years (750 to 1100) that Viking culture flourished, horned helmets were never a thing. They have amassed 500 artifacts — some copies; many the genuine article — to make the point.
There’s not a horned helmet among them (unless you count an amusing sight gag as you exit), because no such headpiece has ever come out of an archaeological dig. The ubiquitous headgear often associated with Vikings, we’re told in the exhibition, actually came out of the imagination of an 1876 costume designer staging a Wagner opera. And that’s not the only misperception this exhibition is intent on correcting.
The first thing you see in the introductory film as you enter is a farming scene. Raiding was certainly part of what Vikings did, but it is de-emphasized here — perhaps too much so — in favor of displays that highlight social and religious life and try to give women their due.
Countless fictional portrayals might have left the impression that Viking culture was somehow 90 percent male, wild-haired and sword-wielding, but of course it wasn’t, as the jewelry and many other women’s artifacts here attest. The now-rusted keys on display, we’re told, were often carried by women, because with men frequently on the road, they ran the farm.
A display of swords in the “Vikings” show includes the prized Ulfberht [Credit: Hiroko Masuike/The New York Times]If Viking society wasn’t all male, it probably wasn’t all that wild-haired, either. Both women and men possessed combs, generally made of bone. Tweezers and other grooming tools are also on display. There’s even a bronze “ear spoon,” because apparently Vikings were no fonder of waxy buildup than anyone else.
What’s most interesting about the exhibition, though, is the way it places Vikings within the evolving world. It includes, for instance, a shell found on Gotland, the Swedish island, that came from the waters off distant Cyprus, because one thing Vikings were good at was getting around.
The Gokstad boat [Credit: Hiroko Masuike/The New York Times]“The word ‘viking’ was something that you did, it wasn’t something that you were,” Sophie Nyman, director of exhibitions, marketing and visitor services for the Swedish History Museum, explained during a pre-opening tour. In the original meaning, one went “on a viking” — a journey for trading, raiding or settlement. Only in the 19th century did the word come to mean the people themselves.
From Scandinavia, the Vikings vikinged far and wide, encountering other emerging cultures. The exhibition is organized by themes rather than chronologically, and the cross-cultural pollination is especially clear in a section on religion. Norse gods and Christian symbolism combine on brooches and pendants, tangible evidence of the kind of slow cultural conquest or merging that is harder to dramatize than a plain old military invasion but fascinating to contemplate.
Rune stone reproductions at the “Vikings” exhibition at Discovery Times Square [Credit: Hiroko Masuike/The New York Times]“We think that people were very pragmatic,” said Lena Hejll, senior curator and project manager at the Swedish museum. “They used the gods they needed for different parts of life.”
The ships that made all this roaming possible are well represented. There’s a reproduction of a Viking boat, but just as compelling is a display that speaks to the archaeologist’s frustration: So many materials, including wood, deteriorate in a harsh climate. The display — “We call it the ghost ship,” Ms. Hejll said — consists only of what might be left of a ship at an archaeological dig: the metal hardware that held it together. Dozens of weatherworn rivets and other pieces of ancient hardware dangle from strings, creating the shape of a vessel; only the actual vessel is missing.
A hanging boat sculpture features iron rivets [Credit: Hiroko Masuike/ The New York Times]Ms. Hejll and Ms. Nyman said public interest in the Viking age has been high of late, both in Scandinavia, where a certain nationalist sentiment is associated with Vikings, and elsewhere, as evidenced by the television drama “Vikings,” which returns for its fourth season this month on the History channel. That presumably makes this traveling exhibition attractive for a for-profit museum like Discovery Times Square — it has already made nine other stops, including Chicago and several cities in Canada — as well as giving the show’s creators a chance to expand the public perception of the Viking era.
The exhibition is geared toward a general audience, with several interactive features likely to appeal to children. One especially illuminating one involves shipbuilding. It presents a graphic display of a landscape, then asks you to select what you’d need to build a Viking ship. Rope? Sure — make that choice and all the horses in the landscape lose their tails, because horsetail hair was used for rope. Wood? Of course — make that selection and all the trees disappear. Deforestation, it turns out, was not just an Industrial Age problem. The Viking commitment to a seafaring life was also a commitment to expend a lot of natural resources.
A gilded trefoil brooch, made of bronze [Credit: Hiroko Masuike/ The New York Times]The threat of exhausting environmental resources isn’t the only problem 21st-century inhabitants share with the Vikings of a millennium ago. There are, of course, swords in this wide-ranging exhibition. One display is devoted to the Ulfberht, a particularly prized type of sword inscribed with that moniker — the Gucci bag of medieval blades. And, we’re told, as with Gucci bags, there were imitation Ulfberht swords. The long tradition of street-corner knockoffs is, it seems, considerably longer than most people realize.
The Vikings Exhibition runs from Feb. 5 – Sept. 5, 2016, at Discovery Times Square: 226 West 44th Street, Manhattan, NYC.
Author: Neil Genzlinger | Source: The New York Times [March 02, 2016]
California lifestyle brand RVCA took the women of their Advocate & ANP initiatives out East for a week of #BABESinMTK. RVCA is pleased to share the teaser to the short film (below) featuring the female members of the brands Advocate & ANP* programs who were brought to the East Coast for a seven day stint in Montauk. The assembly of RVCA Women's Advocates who were flown in from California, Hawaii, Los Angeles, San Francisco, and Vancouver, Canada included photographer Ashley Barker, model Mahina Alexadner, artist Michelle Blade, artist Kylea Borges, model Ashley Smith, and artist Nina Long. The extended version of the short documentary film will debut on RVCA.COM on August 28th, 2014.
The roster of fine artists (Blade, Borges, Long ), models (Smith, Alexander), and photographer (Barker) bunkered down in Montauk for a week of creativity and collaboration amongst the inspiring women who each play a role within the RVCA family.
"The sole purpose of the trip," according to RVCA founder PM Tenore, "was to bring together the talented women who are representative of the RVCA tribe at its core. The brand is built upon a foundation of inspiring creative voices and more importantly, providing a platform for those talents to engage with one another and collaborate, to inspire one another and in turn our community."
The itinerary, which was more of a bucket list than a working schedule, speaks to the nature of the trip and lends itself to Tenore’s ideology about giving back to those who lend their talents to the brand. Aside from lounging poolside at the house, activities for the week included lessons in the art of fishing, sailing, surfing, and horseback riding. A day at a spa was followed by the one thing that felt a little like work: Advocate Barker shot her fellow Advocate's Smith & Alexander for the brands Summer 15 campaigns.
DDB New York just launched a new global campaign, featuring supermodel Miranda Kerr, for Reebok's new Skyscape shoe...and looks looks stunning in it.
Official Press: Reebok, the fitness brand at the center of women’s footwear innovations for more than 30 years, today revealed its new campaign with international supermodel Miranda Kerr for its new shoe, Skyscape. Created using new materials and techniques for a feeling of unparalleled comfort, the international style icon kicks off a global integrated marketing campaign for the shoe, which is so comfortable, you’ll forget you have it on.
An everyday shoe for active and casual wear, Skyscape features 360 degrees of foam comfort in a fun, flirty silhouette that pairs perfectly with jeans, skirts or yoga pants. The challenge behind Skyscape was to create a stylish shoe that would keep women comfortable when they are on their feet all day running errands, meeting friends, commuting to work or going to the gym. Rather than just thinking about comfort underneath the foot, Reebok wanted the foot to be enveloped in comfort. In the research and development phase, Reebok looked to other industries for inspiration. For the pillow-like design of the sole of the shoe, the inspiration came from the home furnishings industry, while for the upper, the inspiration came from the lingerie industry – and specifically, molded foam bras.
The Skyscape upper is crafted using the same manufacturing techniques and processes as molded foam bras, but using materials that have been optimized for the stresses and strains placed on the feet all day. The seamless, 2-way stretch material creates a soft, comfortable envelope around the top and sides of the foot, while allowing for natural foot movement and breathability. The sole of the shoe resembles cloud-like pillows, and provide cushioning, comfort and flexibility for all-day comfort. The flirty lace-up silhouette comes in a broad range of colors to match any outfit or mood.
A fully integrated marketing campaign featuring style icon Miranda Kerr will launch the shoe, which hits retail outlets globally in March. With TV, print, retail, PR an digital components, the campaign works on all channels to demonstrate the way Skyscape feels and will have women everywhere wondering about the shoe that’s so comfortable, you’ll forget you have it on. Both the film and static elements of the campaign playfully center on this idea and were brought to life by legendary fashion photographer Gilles Bensimon, who captured the static imagery, and famed music video director Dave Myers who shot the TVC. DDB New York is the creative agency behind the campaign.
“I’m on the move all day so it’s important to have a pair of shoes that balance comfort, style and practicality,” said Miranda Kerr. “My Skyscape shoes are a wardrobe staple that come with me everywhere I go, they’re the perfect in-between shoe to wear to work, running errands or to the gym, and because they’re lightweight and compact they’re also great for travel. Skyscapes come in a range of fashionable colors so there’s a pair for every outfit!”
Martina Jahrbacher, Head of Reebok Walking, commented, “Reebok has a rich heritage in developing product especially for women and of looking outside of the footwear industry for the newest techniques, and I am proud to say that we have done it again with Skyscape. It took us more than two years to complete this shoe, as we were dedicated to creating a shoe that will perfectly support our active female consumer and, at the same time, was unlike any other shoe in the industry. At Reebok, we’re constantly looking for new ways to develop the best footwear and the innovative processes we’ve incorporated to develop Skyscape have created a shoe that you really have to try on to believe.”
Creative Credits: Ad Agency: DDB New York Campaign: “Layers Off” Client: Reebok Product: SkyScape Celebrity Spokesperson: Miranda Kerr
Chief Creative Officer: Matt Eastwood Creative Director, Art: Mariana Costa Creative Director, Copy: Julie Beasley Head of Production: Ed Zazzera Senior Producer: Heidi Baltzer Senior Business Manager: Lynda Blaney-Smith Global Business Director: Chris Tussing Management Supervisor: Damaris Marszalek Account Supervisor: Amanda Foderaro
Production Company: Radical Media Director: Dave Meyers Executive Producer: Jim Bouvet, Maya Brewster Head of Production: Frank Dituri Producer: Carla Tate
Editorial: Rock Paper Scissors Editor: Mikkel Neilsen Executive Producer: Eve Kornblum
For Immediate Release — Toronto, ON – April 30, 2013 – Dixie Outlet Mall, in Mississauga Ontario has released a new multi-media campaign encouraging women to let their shopper out. “Dixie is a well-guarded secret for a lot of dedicated, extreme shoppers,” says Nicole Camara, Marketing Director for Dixie Outlet Mall, “We have over 100 brand name outlets that offer deeply discounted prices. So this campaign is about letting women know about who we are and what we offer. But we also want to let them know that when they come visit, they’re going to be going into battle with some pretty competitive shoppers.” “Shopping is a sport as any woman will tell you,” says Stephen Jurisic, Executive Creative Director at john st., Dixie’s agency of record since October 2012, “and like any sport, it’s about technique, determination, and stamina. And sometimes, it’s also about a well-placed elbow.” The Let Your Shopper Out campaign includes print featuring specially-modified accessories for the intense deal hunter, radio with not-so sincere apologies from shoppers who might have gone a little overboard shopping at Dixie, and online videos demonstrating unique shopping techniques used by women who will do anything for a deal. The videos will be promoted through social media channels and shared over the next month on the Dixie Facebook page. “Dixie is a little under the radar for a lot of women and we hope that this campaign will make them way more top of mind for shoppers,“ said Stephen Jurisic, Executive Creative Director at john st. Let your shopper out: Change Room Let your shopper out: Line Up
Credits: Creative Ad Agency: john st., Toronto Co-Executive Creative Director: Stephen Jurisic, Angus Tucker Art Director: Denver Eastman Copywriter: Jacob Greer Account Team: Amelia MacGregor Producer: Carrie Weston Production Partners: Soft Citizen, Graydon Sheppard. Editing Partner: Bijou Editorial, Melanie Hider Sound Company: Pirate Toronto Song by Ariel and the Undertow
On Sunday, on May, 17th, US president Barack Obama has made speech at university I Notr-will give the State of Indiana, considered largest Catholic university of the country.
Obama has risen on a tribune in a professorial cloak as has honourable scientific degree. Speech of the president, basically has been devoted a problem of abortions.
In beginning Barack Obama has called supporters and opponents of abortions not to be so irreconcilable to the point of view of the opponents, to respect each other and to aspire to mutual understanding. Speech has been apprehended extremely emotionally: while supporters interrupted time and again the president with an applause, opponents were not kept from barrackings "Abortion is a murder!", "Cease to kill our children!"
On the eve of arrival of the president to criticism Notes-ladies called a management I Notr-will give to cancel the appointed event, however their appeal has been ignored.
"I do not consider, that discussions on an abortion problem should be stopped, — has declared Obama. — Everyone will be and to protect henceforth the point of view, passionately and with conviction... But let's work together reducing number of the women daring at abortion. Let's reduce number of not desired children. We will assist also support to the women bearing the child". By approximate calculations, to the Mr. of the president listened not less than 12 thousand persons.
Some students have decorated the hats-konfederatki with a symbol of the protest against abortions — a cross and traces of children's legs.
Supporters of the American president could be noticed on inscriptions on headdresses — "Viva Obama".
During speech of the president the protesting scanned outside of an audience: "One, two, three, four. Throw Obama out the door!". The police has detained, on different data, from 22 to 27 persons expressing the disagreement with a position of the American leader.
It is necessary to notice, that about half from 60 million the Catholics living in the USA, agree with the right of the American women to abortion. Approximately 42 % insist that abortions should be outlawed.
Canadian Fashion brand "Smythe" shows us how women can "Make Anything Spectacular" in these two new ads created by Toronto based ad agency Open. "Fish" and "Woods Select" feature a fashionably dressed women gutting fish and chopping wood...like most of us Canadian women, she looks damn good doing it too.
Credits: Agency: Open Client: Smythe Co-Designers: Andrea Lenczner & Christie Smythe Partner Creative: Martin Beauvais Partner Strategy: Christian Mathieu Agency Producer: Anne Ngo Writer: Claire deMarco Art Director: Jessica Carter
Production Company: Sons & Daughters, Toronto Director: Christina Hodnet Executive Producer: Liane Thomas Director of Photography: Mark Zibert Producer: Jeff Darragh Production Designer: Luke Pryshlak Wardrobe: Deborah Ferguson Editorial: PosterBoy Edit Editor: Danica Pardo Producer: Michelle Lee Colour Company: Notch Colourist: Bill Ferwerda VFX Company: Crush VFX Artist: Andre Arevelo VFX Producer: Emma Wojick Music and Sound Design: Apollo Studios, Toronto Music on Smythe 1: Yan Dal Santo for Apollo Studios Music on Smythe 2: Mathieu Lafontaine for Apollo Studios
Lil bit about Smythe: Smythe has created essential wardrobe pieces that are both modern and emotional. The contemporary, flawlessly-tailored jackets and coats feature nostalgic colours, textures and prints that are distinct in their traditional menswear tailoring details. This artful tailoring and sartorial fit made Smythe an instant success when the label launched in 2004. Smythe's made-in-Canada jackets and coats are iconic silhouettes that are novel yet versatile. For more visit smythelesvestes.com.
For many, new smartphone technologies are liberating advancements, but for women who are victims of abuse they are just another control mechanism that can be exploited by their abusers.
Toronto-based agency UNION has created a new online video on behalf of Interval House, Canada’s first shelter for abused women, to show that while the technology has changed, the problem of abuse hasn’t. Mimicking the smartphone “reveal” commercials we see so often, wherein companies unveil their new smartphone tech, the ad subverts audience expectations for such ads to show just how much control a smartphone can give an abuser, as well as how that control can make it even harder for women to seek help from facilities like Interval House.
“When we started this project, we still had a relatively naive conception of the forms that abuse could take – that it was mostly physical or verbal,” said Lance Martin at UNION. “But as we learned more, we realized how big a role control and surveillance play in abusive relationships. And how smartphones enable that.”
With the goal of having viewers take away a better understanding of the evolving nature of abuse, UNION’s ad for Interval House also encourages them to engage with the problem, do what they can to eliminate it and donate.
This ad is part of UNION’s ongoing work for Interval House which began earlier this year with the Facebook connect project, Every Second Matters.
Credits: Campaign Name: Phone Demo Client: Interval House, Toronto Creative Agency: UNION, Toronto Executive Creative Director/ Partner: Lance Martin Senior Art Director: Glen D’Souza Senior Copywriter: Michael Takasaki Designer: Justin Aitcheson Producer: Jennifer Dark Group Account Director: Cheryl McKenzie Account Supervisor: Daniella Casasanta Planner: Heather Black Production Company: Sugino Studio Director: Todd McLellan Executive Producer: Dan Arki Editorial Company: School Editing Editor: Aaron Dark Post Production: Paul Binney/Fort York VFX Sound Design/Music: Steve Gadsden/ TA2 Sound & Music via: Glossy
The Canadian Breast Cancer Foundation (CBCF) and DARE are launching an emotive new national campaign across TV, print, radio and online, to drive participation in the annual Canadian Breast Cancer Foundation CIBC Run for the Cure being held this year on Sunday, October 6.
The new campaign was born through a strategic planning process, built on a compelling goal: with the support of the community, the Canadian Breast Cancer Foundation will realize its vision of creating a future without breast cancer.
While CBCF’s vision is a clear one, previous Run marketing campaigns had taken a retrospective view, in memory of those who have struggled with the disease. DARE saw the need to re-focus on the central mission, making clear that the CIBC Run for the Cure is a step towards change for the future of women across Canada. The resulting campaign was thus developed around the strategic territory of “Running for the Future” – a future without breast cancer.
The creative, developed by DARE`s Executive Creative Director Paul Little, brought this strategic insight to life using the simple yet powerful concept of children telling us who they are running for in the future. Whether a daughter, wife or granddaughter who might be diagnosed with breast cancer, the campaign highlights that it is a future that they shouldn’t have to face, if we continue to raise funds and work toward finding a cure for breast cancer.
The TV executions, shot by Philistine, which is currently directors Tim Godsall and Steven Diller from OPC //FS, each focus on one story told by a child of the future person they are running for, while the print, shot by Melodie McDaniel from Brydges Mackinney, shows the simple line of who the children are running for in the future.
Chris Burke, Senior Manager, Event Marketing at CBCF, explains, “All charities, particularly health and cancer charities, are facing the challenge of a more crowded, sophisticated and competitive marketing environment. For CBCF, that’s comes against the backdrop of some great achievements in recent years. In 2012, it was estimated that 88 percent of women diagnosed with breast cancer will be alive five years after diagnosis, a 10 percent increase in the survival rate since 1987. This campaign reframes the discussion; making the cause relevant to everyone again and making people realize that this is still very much a cause that they should do something about, for women now and in the future.”
"We wanted to switch things up this year” adds DARE ECD Paul Little. "We wanted a different kind of logic that would make people really think about why they should participate in this event. The unfortunate reality is that breast cancer is harsh, but reminding us of that in a heavy handed ad isn't new. We wanted to surprise people and help them feel motivated by this initiative again.” The national campaign consists of four 30 second TV commercials (3 in English and 1 in French), five print pieces, 2 radio spots and online banners. It also features strong social media elements, to extend the relationship with participants well before and beyond Run day. This includes a Facebook App that helps people submit their reasons for participating, creating shareable content to encourage people to support their friends who are getting involved.
The campaign will be in market from June 3rd 2013 through to run day on Sunday, October 6, 2013. For more information or to sign up to participate, please visit www.runforthecure.com.
Credits: Agency: DARE Executive Creative Director: Paul Little Copywriter: Paul Constantakis, Paul Little Art Director: Paul Little Agency Producer: Mike Hasinoff, Matthew Sy, Jeff Maynard Account Lead: Penny Norman, Jillian Pearson Planner: John Hall Media Agency: Vizeum Media Lead: Lynn Mayer Director: Philistine (currently Tim Godsall and Steven Diller) Production Company: OPC //FS Executive Producer: Harland Weiss, Donovan Boden Producer: Isil Gilderdale Director of Photography: Andre Pienaar Editorial: School Editor: Brian Wells Telecine: Company3 Colorist: Tom Poole Online & Finishing: Fort York Sound Design & Mix: Grayson Matthews Photographer: Melodie McDaniel at Brydges Mackinney
The Onde Nostre Crew opens the new year with two episodes dedicated to women! Luca Merli, Gio Barberis and Matteo Ferrari film an on the road documentary in the female universe, together with Amanda Chinchelli, Betta Dal Bello and Natalia Resmini — Three friends with creative careers and a passion for surfing.
The episodes tell the story of a fashion designer, a stylist, and an illustrator, each bound by the surfing sisterhood and a deep friendship. They show us the many faceted ways that women confront the sea, and the energy with which they live.If there's anyone out there who still thinks surfing is just for guys, here's proof that will make you think twice! Onde Nostre's girls shine under an Italian September sun: Three different styles, perfectly blended, traveling between waves with thoughts on friendship, freedom, and future. RITRATTI DI SURF is a series of short videos about surfers, shapers, artists and other characters somehow connected to Onde Nostre and the italian surf culture. Credits: Directed by Luca Merli Edited by Giovanni "Sbrokked" Barberis and Luca Merli Photography by Luca Merli, Giovanni "Sbrokked" Barberis, Matteo Ferrari. Lettering by Luca Barcellona Music Consultant & Marketing: Gabriele "Gabro" Minelli
Music (In order of appearaces): Le Man Avec Les Lunettes '4 Notes' Guts 'Mi Isla Tropical' Karibean 'Rainbow Girl ' Garden of Alibi 'Herman' Karibean 'God Bless The Summer'
Dolce&Gabbana continues to build Italian traditions into own adv campaigns. The cult fashion brand has presented a new series of prints which pick up a rhythm of the previous photo-sets (so, in last year are created posters with the Madonna in an image of the Sicilian housewife, also hot photos of the men, into styles of ancient Roman demigods). This time for advancement of a collection Spring/Summer 2011 brand has decided to remain within the limits of the traditional concept, having emphasized rough hot Italian emotions.
On prints the macho photo-models: Noah Mills, David Gandy, Adam Senn, Tony Ward, Sam Webb, Travis and Sam Whitman play roles as strict fathers, the Italian peasants and fishermen. Photos are literally impregnated by the hot southern sun, salty water, slightly audible smell of man's sweat and a fresh sea breeze. Men really enjoy heavy physical work...
The Real Italian Machos
For Woman's D&G Collections Spring/Summer are selected graceful Izabel Goulart, Isabeli Fontana, Alessandra Ambrosio, and Maryna Linchuck. While their men work under the destructive sun, beautiful women are doing the house duties with not smaller pride, than the queen manages state affairs. Despite external pride and coldness, they a spirit of passions — if they laugh, all around rejoices together with them but if they cry it is the most bitter tears. The charming ladies dressed into elegant dresses, fine underwear and may break any men's heart.
The King Khalid Foundation in Saudi Arabia has created and run it's first ever psa ad for women's abuse. The print reads "Somethings can't be covered...Fighting women's abuse together".
Credits: Advertising Agency: Memac Ogilvy Riyadh Chief Creative Officer: Ossama El-Kaoukji Creative Director: Scott Abbott Art Director: Scott Abbott Copywriter: Scott Abbott Copywriter: Jimmy Youssef Photographer: Ali Riffai Account manager: Abdulrahim Bukhmssin
