On the 10th anniversary of Goldman Sachs’ 10,000 Women program, we set out to change the perception of what a CEO looks like from this…
To this.
To illustrate this shift and recognize the world’s powerful female entrepreneurs, the solution was quite simple: let’s give them the CEO portraits they deserve.
We painted real portraits of 10,000 Women graduates in their natural work spaces, and created an anthemic TV spot that showed the delivery of a portrait to a graduate, as we hear her tell the story of her journey to success.
But we took it a step further. When researching these powerful women challenging the status quo, we realized an uncomfortable truth. Only 7% of advertising filmmakers and 12% of creative directors are women.
We asked ourselves: what if we took inspiration from the very stories we were telling in this campaign?
So, to stay true to the campaign, we staffed the entire production with women, further proving the campaign’s message: When Women Lead, Everything Changes.
In telling a story about women who are improving their communities, we did exactly the same. And it was felt.
