Be Equal
Project: The most exciting days in advertising are not the days you are asked to create advertising, it’s the days you are asked to create real change. The day IBM asked my team at Ogilvy to help create a more equal workplace for women was a great f***ing day.
Working closely with IBM CMO Michelle Peluso, I co-lead the creation of Be Equal—a messaging and action platform with the goal of achieving equal representation of women in business leadership. Instead of putting the onus only on
women to make a change, this initiative is a call to action for both men and women to do whatever is in their power to promote 50/50 representation in leadership roles.
We not only created a design system, a messaging platform, an action plan, a social campaign, a conference track, and activations, we also helped create systematic change in one of the largest professional organizations in the world.
Role: CD with Ogilvy with writing partner Anne West
Public Announcement
These lenticular outdoor ads and social posts ran in major markets during large tech and business conferences.
THINK Conference
Be Equal’s public launch on the main stage at IBM’s largest annual conference in front of 30,000 business leaders from around the world. We created experiential activations and a social campaign as well as a conference track dedicated to the cause.
U.S. Open
We created jumbotron and OOH ads to celebrate the one of the first Grand Slams to offer equal pay to both men and women.
Design System
Starting with the bee in Paul Rand’s famous IBM rebus logo, we created a design system that IBM now uses to identify all their diversity and inclusion initiatives.
