Cannes Lions

Who would choose to be a woman?

MULLENLOWE SSP3, Bogota / STARBUCKS / 2023

Film
Supporting Images
Demo Film

Overview

Entries

Credits

Overview

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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