Cannes Lions
MULLENLOWE SSP3, Bogota / STARBUCKS / 2023
Overview
Entries
Credits
Background
Situation
For 8M, International Women's Day, Starbucks wanted to give a message of female empowerment. However, when we confronted the data, the scenario was very discouraging; women live in permanent states of inequality and violence.
Brief
For International Women's Day we created a relevant campaign that showed the brand's support for women.
Objectives
Increase Awareness and Positive Brand Sentiment by empower all women.
Execution
To make this film, we needed a trans woman to make an impact, we received more than 12 candidates, but all of them had made a very feminine transition.
Only Mía met all our expectations, a trans woman, who in her process had had several surgeries and the weight of a difficult life in which she had to prostitute herself and be rejected from thousands of opportunities because of her condition as a trans woman.
She, despite the violence and rejection, represents the pride of a confident, determined and happy woman with the decision to be a woman.
Outcome
Reach:
+10M impressions in digital media increasing by 325% in reach.
Engagement:
125% increase in engagement compared to past campaigns.
Change in Behaviour:
We connect with the audience not through our product, but through a powerful insight with a poweful message that shown the support of the brand to women and LGBTIQ+ Community.
Brand Perception:
210% increase in Positive Sentiment towards the brand from the launch of the campaign.
Achievement against objectives
Positioning brand awareness and brand love.
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