During the week of international women's right day, Etam launched a special collection named "Women's right uncovered" with exorbitant prices.

The prices are in fact not real but illustrating datas related to women's inequalities.

This message will be communicated to our fans, women between 18 to 30 years old, to make noise around Etam's will to accompany women's every day.

We created a collection named "Women's right uncovered".

This page presents 4 lingerie items ready to be purchased. But the surprise for the visitors is that the prices associated to products are incredibly high.

A short paragraph explains the meaning of the product price : a number that highlights an inequality made to women.

- union - 45 000€ - 45 000 girls are forced to be wed each day in the world

- plumeau - 54 740€ - women spend 54 740 minutes more than men on housekeeping tasks each year

- cachet - 460 000€ - women will earn 460 000USD less than men in a career

- eloquence - 473 000 000€ - they are 473 000 000 illiterate girls in the world

On social media, the collection is relayed through Facebook, Instagram, Twitter, as if they were for sale, with a drive-to the website.

TOTAL REACH FRANCE : 2 667 249 during the week

TOTAL INTERACTIONS FRANCE : 42 103 during the week

During the week of international women's right day, we created a special collection named "The unwearable underwear", accessible through Etam's website.

Like any collection, this page presents 4 lingerie items ready to be purchased. But the surprise for the visitors is that the prices associated to each product is incredibly high, catching the attention the consumers.

In place of a traditional product description, a short paragraph explains the meaning of the product price : a number that highlights an inequality made to women.

On social media, the collection is relayed through Photos Collection format on Facebook, Instastories and Tap To Buy formats on Instagram and Photo posts on twitter, as if they were for sale, with a drive-to the website.

The operation has been relayed in France, Spain and Belgium, not only raising awareness on Women's right but also showcasing Etam's new brand platform "French Liberté", empowering women since 1916.

Throughout the year, Etam needs to find the right opportunities to raise awareness on Etam's mission and brand identity : French Liberté, empowering women since 1916.

International Women's right days is a relevant time to communicate Etam's message to women.

However, as a brand, the challenge was to take part to this sensitive day without seeming opportunistic like other brands which go fully promotional on that day.

To do this, the tone used had to be appropriate, not using this opportunity to boost sales but to drive conversation around this important topic and communicating a valuable message.

The constraint was a production budget at 0€.