Background: Monki is a global fashion brand for women, owned by H&M. Empowering women has been a part of the Monki DNA from the start back in 2006. For their 10th anniversary they wanted to highlight that in a big way with one important statement for each year of their existence.
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The Case: #Monkifesto is a value-driven campaign empowering women all over the planet. This is a bold and important campaign containing 10 statements delivered by 10 brilliant and edgy women – Kiran Gandhi, Karley Sciortino, Rita Popova and many more. It’s OK to masturbate (we all do it). It should be ok to be gay or transgender. It´s NORMAL (painful and messy) to have your period. It´s OK to be a drama queen. The campaign boosts Monki’s target audience to believe in themselves and to go their own way. Our deliverables contain communication concept, creative direction in collaboration with Monki and photo and film production. The campaign is currently being rolled out in Europe and Asia hitting 13 countries.
Visual idea: We took the content; the ambassadors and the statements and made them the actual visual language for the campaign. Creating all the set design and typography by hand on banners, flags, and signs.