Shopping mall owner Morguard sought to challenge the negative and disempowering messages often directed at women in advertising and media.
Our solution featured a series of easy-to-install physical activations, various social media components, and an event management website — all designed to help girls proclaim their self-worth, find joy, and express solidarity with other girls.
Creative Director
- Concept development
- Pitch illustrations
- Environmental design
- User experience design
The Jump and Be You activation saw consumers leap into the air, photographed against a branded backdrop. Through a clever technological solution, participants received a unique URL at which they could download their photo, and choose to share it on social. This hands-off approach to the photos avoided thorny privacy concerns, especially concerning minors, and let anyone participate.
The Make a Promise web app allowed girls to step through a 'wizard' to make a personal declaration — from avoiding gender stereotypes to supporting other women to seeing their own inner beauty. Promises where displayed on the BeYou website, and on projected installations within malls across the country. Detecting and displaying the user's city helped to show the breadth of support across the nation.
Live installations at 20 Morguard shopping centres across Canada
1,586 "Jump and Be You" photos taken
412 promises made on the Canada-wide, interactive “Promise Wall” display
