The brief was to create a social campaign for the International Women’s Day 2023 with a strong brand attitude that feels authentic, yet luxurious. The challenge was to start where we learn about the story of female pioneers: school. At school we learn all about history, heroes and heroines but unfortunately also about gender stereotypes. So this campaign's aim was to change that entirely by choosing a strong message that reaches beyond equality for women and for the brand to demonstrate its support and commitment. We used a provocative message to women around the world: Don’t write history. Don’t stand out. Don’t be exceptional. If everyone is equal, women will no longer be an exception.

The casting was inspired by Race Car Driver Reema Juffali. Her self-belief in a man’s world is testament to how we unravel what we thought about motorsports and what it means for women all over. We also casted Nandi Bushell, who is a well-known multi-instrumentalist, song writer, actor and singer. Further actresses were casted through various casting agents.