The Challenge
Every year Common Industry collaborates with ELLE UK and ECD Alex Holder on the magazine’s annual feminism campaign.
In Year One, we made a campaign about the Pay Gap that was endorsed by the Prime Minister. W then created #morewomen, a campaign to expose how few women there are in the most senior position in politics, society and business.
The problem we faced wasn’t that people in the media didn’t believe in the wider issue, they just couldn’t share another media outlet’s content.
Our Solution
We needed something shareable, attention grabbing, global, but also ownable for ELLE. Something that the media – and public – couldn’t ignore.
The campaign focus was a short film that removed the men from famous institutions and cultural events: The United Nations, The Royal Family, British Parliament, The Situation Room, Question Time…
PR | Social | Brand Strategy | Influence | Video Production
The Results
Not only did the film get over 1.1m views on YouTube – with no ad spend – and 8m shares, it also generated millions and millions of views across the globe on NBC, CNN, ITN, The Guardian and many more. And the work won us a D&AD pencil
1.1m
Views on YouTube
(with no ad spend)
8m
Shares on Social Media
D&AD Wood Pencil
Creative B2C Campaign – Low Budget – Under 60k