With “Look At You Now,” JCPenney and Badger & Winters teamed up to break the stereotype of how 45+ women are showcased in advertising. We wanted to celebrate them in a relatable, authentic way. We wanted these women to see themselves on screen and feel beautiful and confident as a result, while showing a new, fresh and unexpected approach to style and fashion.
JCPenney continues to be the brand that helps women over 45 announce themselves to the world, and what better way to show them than by casting real women? Diverse and comfortable in their own skin, they capture the women we’re talking to. They stand proud and confident as the world around them takes a step back and responds, “Wow! Look at you now!”
In order to help HP Inc. deliver on their mission to ‘keep reinventing,’ the Reinvent Mindsets campaign recruits diverse talent and raises awareness of the unconscious biases those candidates face in the interview process.
For the fifth installment in the series, HP asked for our help to recruit veterans, one of the most stigmatized groups in the workforce today. We created ‘Ask Me About,’ a short film in which veterans themselves let the public know what is not appropriate to ask about in regards to their service and experience, as well as what to ask in order to make an accurate hiring assessment for the job in question. We reveal that some of the veterans are current employees of HP, who then deliver a compelling call to action for fellow veterans to apply to HP, a company that not only knows the issues they face, but is recruiting specifically for the unique and valuable skills veterans bring to their post-military careers.
August 2018
Women have been told we’re too something. Too emotional. Too ambitious. Too strong. In the same breath, we’ve been told we aren’t enough. But enough is enough. Women are saying we are never too anything. We are fearless like that. Together, we can face anything.
OLAY’s Face Anything campaign is breaking conventions of beauty advertising by amplifying the stories of barrier-breaking women. OLAY is not just featuring real women as models. The brand is providing a platform for their stories, starting with nine women who are acknowledging and facing up everyday to the bias associated with “too," to fearlessly make their lives their own.
See more at olay.com/faceanything
P&G is a world leader in ending gender bias and supporting women everywhere.
We are proud to be their partner in launching their first global campaign to bring P&G's corporate commitment to life. #WeSeeEqual.
JCPenney, an American retail icon that serves all American families, is putting the customer at the forefront with a modern marketing direction with its new campaign, Style and Value for All.
The campaign will reinforce the key motivators for the JCP customer: convenience, value and family. The creative work aims to reflect the current reality of modern American lives by showcasing a diverse range of families, sizes, ethnicities, and cultures.
P&G is a world leader in ending gender bias and supporting women everywhere.
We are proud to be their partner in launching their first global campaign to bring P&G's corporate commitment to life. #WeSeeEqual.
As a female-led creative agency, we see it as our responsibility to play a role in the accurate portrayal of women in advertising. We believe that the objectification of women in advertising in media robs women of power and possibility.
Dick’s Sporting Goods, the largest sporting retailer in the U.S. came to Badger & Winters to create and launch a new brand into the saturated realm of women’s active wear, CALIA by Carrie Underwood.
In recognition of national mental health month this may, philosophy's hope & grace initiative, supporting women's mental health, unveils its first national campaign "how are you, really?" to help create a conversation between those living with mental health issues and those who want to support them.
SEE P&G'S NEW GENDER-EQUALITY CORPORATE BRANDING CAMPAIGN
Ad Age; March 02, 2017
Procter & Gamble Co. is tying its brands' efforts against gender bias together in a new corporate #WeSeeEqual digital campaign linked to International Women's Day coming March 8.
And to back the effort, the world's biggest advertiser has tapped the small agency that successfully battled to change guidelines at Cannes to discourage juries from honoring ads that objectify women...Read More →
Badger & Winters launched the Beauty With a Purpose campaign and re-introduced AVON: The Company for Women to millennials worldwide, making an 125 year-old company relevant to a new generation.
CANNES BANS GENDER BIAS WITH HELP FROM #WOMENNOTOBJECTS
Ad Age; February 6, 2017
The ad industry's largest annual event and awards program, the Cannes Lions International Festival of Creativity, has agreed to caution jurors not to recognize work that reflects gender bias.
"Work that objectifies, perpetuates negative and harmful inequalities and gender bias hurts all of us"...Read More →
Peloton, a technology-driven company, has a new fitness bike for the home that has made showing up for a workout easier than ever before. With Peloton, studio cycling literally comes to your home, enabling you to participate in live and on demand virtual cycling classes through an interactive computer screen without having to leave the house.
For Naja’s first ever advertising campaign, we launched a takeover in a highly populated NYC subway station that introduced their revolutionary Nude collection offering seven different shades.
ANNOUNCING THE WINNERS OF THE 2017 WORLD CHANGING IDEAS AWARDS
FAST COMPANY; MARCH 20, 2017
Our 25 expert judges combed through more than 1,000 entries from around the world to find the most innovative ideas to make the world better.
Here they are: the winners of the first-ever World Changing Ideas Awards. We sifted through more than 1,000 truly impressive entries to find the ones our panel of judges thought were the best combination of creative problem solving and potential to change our world for the better...Read More →
Worth New York is a premium fashion brand sold through a national network of stylists, providing women an effortless, personalized way to build a sophisticated wardrobe.
Badger & Winters launched the Beauty With a Purpose campaign and re-introduced AVON: The Company for Women to millennials worldwide, making an 125 year-old company relevant to a new generation.
Badger & Winters launched the Beauty With a Purpose campaign and re-introduced AVON: The Company for Women to millennials worldwide, making an 125 year-old company relevant to a new generation.
We relaunched a high-end Chinese jewelry brand with their first ever global celebrity, Anne Hathaway, turning it into the #1 jewelry brand in China.
Badger & Winters launched the Beauty With a Purpose campaign and re-introduced AVON: The Company for Women to millennials worldwide, making an 125 year-old company relevant to a new generation.
Dick’s Sporting Goods, the largest sporting retailer in the U.S. came to Badger & Winters to create and launch a new brand into the saturated realm of women’s active wear, CALIA by Carrie Underwood.
For Bloomingdale’s exclusive launch of DVF Home, Badger & Winters was charged with creating a multi-tiered campaign to captivate younger female consumers.
Badger & Winters launched the Beauty With a Purpose campaign and re-introduced AVON: The Company for Women to millennials worldwide, making an 125 year-old company relevant to a new generation.
Lose It!, a top health & fitness app, uses some of today’s most advanced image-recognition technology in its new feature, Snap It. Snap It enables users to understand calorie content and nutritional value simply snapping a picture.
Dick’s Sporting Goods, the largest sporting retailer in the U.S. came to Badger & Winters to create and launch a new brand into the saturated realm of women’s active wear, CALIA by Carrie Underwood.
Worth New York is a premium fashion brand sold through a national network of stylists, providing women an effortless, personalized way to build a sophisticated wardrobe.
Badger & Winters launched the Beauty With a Purpose campaign and re-introduced AVON: The Company for Women to millennials worldwide, making an 125 year-old company relevant to a new generation.
Working closely with the NORDSTROM RACK team, Badger & Winters activated a holistic brand evolution that cemented Nordstrom Rack’s leadership as a desirable destination with a distinctive story.
Badger & Winters launched the Beauty With a Purpose campaign and re-introduced AVON: The Company for Women to millennials worldwide, making an 125 year-old company relevant to a new generation.
Peloton, a technology-driven company, has a new fitness bike for the home that has made showing up for a workout easier than ever before. With Peloton, studio cycling literally comes to your home, enabling you to participate in live and on demand virtual cycling classes through an interactive computer screen without having to leave the house.
Dick’s Sporting Goods, the largest sporting retailer in the U.S. came to Badger & Winters to create and launch a new brand into the saturated realm of women’s active wear, CALIA by Carrie Underwood.
Armed with a deep understanding of our consumer and the brand’s positioning, we re-launched LIVING PROOF with a disruptive, new advertising campaign and introduced co-owner Jennifer Aniston for the first time.
W by Worth is an extension of the Worth brand that targets women who are on the move in their careers, life, and love. It's only fitting that the brand stands for style made more social.
Badger & Winters shifted MAKE UP FOR EVER’s brand image from the industry’s best kept secret for professional makeup artists to a buzzworthy campaign that launched the brand to consumers.
