That Lady Thing
Experiential Branding + Identity
The activist pop-up for the Instagram generation
Eleven wanted to do something ambitious to spark a much needed conversation about women’s issues in the workplace. Less than 7 days prior to International Women’s Day 2018, the women of Eleven conceived of a pop-up with a purpose. A fictitious place that used the visual language of pop-up selfie museums, with a social activist bent—instead of candy and confetti, we subverted the seemingly substanceless medium with installations on wage inequality, gender bias, lack of women in leadership positions, and objectification.
Billing itself as “part speakeasy, part speak out,” a pop-up with purpose: cheeky in style, serious in substance. Over a frantic 36 hours, we built a collection of sets by hand. We invited 250 women to a mysterious event and then let the images go viral online.
Makes #Girlpower Extra Gram-Worthy
7 x 7https://www.7x7.com/
After this one-night activation, the social chatter, outreach from women, press, and corporate brand interest was so strong we knew we tapped a nerve. So we decided to go bigger: this time conceiving of an event with professionally fabricated exhibits, cultural and corporate sponsors, and fundraising proceeds going to the National Women’s Law Center.
In August 2018, we launched a 5-day cultural event, hosting 1500 women and getting global media coverage from Forbes, the BBC, the Guardian, ArtNet, the SF Chronicle, and more.
The woke girls version of a pop-up museum
Brit + Cohttps://www.brit.co/
With 116 million media impressions, we crossed into cultural phenomenon territory as the first Instagram “museum” that put substance behind the selfie and brought the gender-based political conversation to a whole new audience of young women.
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