The story behind the campaign
Challenge
Investment firm, State Street Global Advisors (SSGA), wanted to make a statement: companies with strong female leadership performed better than their male-led counterparts. To allow investors to leverage this fact, they developed “SHE” – the first ETF comprised of corporations with the highest percentages of women in leadership positions. Now, we needed to craft a bold message to draw attention to, and ignite conversation about, just how essential women in leadership positions are. We needed to change the perception of what strength looks like in a historically masculine industry. And we did. With one...