This Global social activation rethinks how we use gender labels and attracts an audience around shared values.

Levi’s asked us to create a campaign that would ignite global audience participation in their annual I Shape My World program – a time during which Levi’s dedicates their platform (social, website, blog, window displays, marketing dollars and PR) to celebrate the accomplishments and voices of women around the world.

For this campaign we set out to address, and hopefully help change, a common behavior that our research showed was experienced on a global scale: when referring to women’s titles and achievements, people tend to lead with female labels and descriptors as a distinction: “female activist”, “female director”, “female driver”.

It’s true that women bring a unique perspective to any table they sit at. However, more focus needs to be on the incredible skills and talents that got them there, not their gender.

So, we set out to shift the emphasis. And cast four women from around the world to share their stories. Here is the case study.

The work includes a series of sharable online content featuring stories of real women. Levi’s teams all over the world localized the message in their respective markets and ignited local participation through social media, events, and a universal hashtag #IShapeMyWorld. The global film and design assets set the tone for the content that followed…