I'm a Woman. 


In Poland, women hear the word NO all too often. With this campaign, we wanted to empower all women into saying YES instead. This was a tribute to women's diversity, emotions, independence and strength.

Client

  • YES Jewellery

My Role

Creative Direction

Media


Film

Print

Social Media

Point of Sale



Other People

  • Krzysztof Grajper. dir
  • Gosia Turczyńska. photo
  • Radosław Smorga. cgo
  • Tosia Ruszkowska. ad
  • Aleksander Madej. cw

Agency

  • 180heartbeats+JvM

Date

  • October 2021



The film.

The heroines of the spot are strong and exceptional women: Ola Żebrowska, a famous influencer and businesswoman mom of three; Kasia Zillmann, Olympic silver winner, and her girlfriend Julia Walczak; Ola Wiederek-Barańska, activist for research and prevention of breast cancer; Christina Flagmeier, who became a model at age 74, and Bogna Golec, plus size model.

Sponsored Billboard.

Additionally, we've created 8" sponsoring TV spots in which Neo Mosa, a gender fluid person, was featured under the message “I'm a woman if I feel like one".

—  68% of surveyed women don't feel represented in commercials, and 81% would like to see more diverse women used in advertising.

Prints.

Along with the TV commercial, we also created a series of prints for both Outdoor and Stores. These were displaying pictures of our heroines, alongside headlines which kept the “I'm" element from the spot, and added different words to represent the realities of these diverse women.

Results: from censorship to buzz.

Our commercial was banned from TVP, the polish national tv, which is strictly connected to the far-right ruling party. Far from silencing the campaign, it generated a “Streisand effect" which contributed to our impressive results:

The Future is Female.

I'm a Woman became more than just a campaign, it became a brand mantra, which is still being iterated. For instance, in November 2023 we released a new film under this platform, in which we used an original audio recording of Nobel prize winner Wisława Szymborska reading her poem Portrait of a Woman, and turned into a visual ode to femininity and women empowerment.