Brief
Women make up a majority of SMB owners in Africa . Google wanted to both change the perception of what a business owner looks like and whilst highlight the impact female-led businesses have on the continents economy.
Strategy / Concept
58% of Africa’s entrepreneurs are women; but when people think business owner, men often come to mind first. We wanted to change people’s perception of what a business owner looks like. So we created a campaign that uses the most powerful search engine in the world to make women entrepreneurs be seen online.
Credits
Client: Google Africa
Creative Director: Ana Rocha
Art Director: Thabiso Junior Ntuli
Copywriter: Boitumelo Dibetso, Chloe Bowker
Agency Producer: Wendy Machanik
Agency Client Service: Melissa Thomas
Production: CORE Productions
Director: Dan McCain
Animation: Terrence Holt, Lauren Moses
International Womens Day
For International Women’s Day, we told the stories of five extraordinary women entrepreneurs across Africa. We told the story of each of the business women featured, as they rallied people across the continent to #LookMeUp and tag women owned business to have their voices heard.
Campaign Look and Feel
We created a unique and vibrant typeface that was then animated. It was used across all campaign touch points, bringing to life the vibrancy and energy African women bring to business.
