ESCADA, the fashion house that dresses powerful women including Angela Merkel, Hillary Clinton and Helen Mirren, wanted to create a brand purpose initiative and reach a new generation of women in an authentic and impactful way.
So I created the Experience Exchange. A digital platform where women could share their collective power. Where they could give advice from their lived experiences and diverse stories. Because for too long, women have been pitted against each other. With The Experience Exchange I wanted to show that when we share our stories, struggles and strength, we can all rise.
I sourced questions from real women facing workplace challenges then staffed the Experience Exchange with incredible women to answer them. The campaign included a hero film, with an individual film for each ambassador. It was supported by social assets, a magazine print feature and a microsite.