Adidas London approached us to act as cultural and creative consultants for the brand’s activity on IWD. Our brief was to find a way to champion female visibility across London.  The brief initially started out as a single piece of content but ended up turning into a month-long content series and ongoing partnership. We wanted to reach beyond the current adidas audience into the news feeds of a diverse range of women across London.dd

Playing on the idea of #womensupportingwomen we created a social chain mechanic where each day a light was shown on a single woman’s story, and then passed on to another. Each story was about how they have created visibility and carved out their own spaces in art, sport and culture. An idea that started out as a one-off day activation became a month-long campaign consisting of an all-female channel takeover on @adidaslondon, 22 days of 22 women’s stories and video content captured around the city.