With the motto “#MaisDoQueVocêVê”, this is the first time that the action is developed outside the United States
VMLY&R Brasil signed the global campaign for the group’s International Women’s Day, called # MaisDoQueVocêVêcreated by an all-female team.
This is the first time that the campaign is developed outside the United States and the chosen approach is an offshoot of the concept #QuebreOsVieses or #BreakTheBias, in English, theme of the 2022 campaign of the International Women’s Day (IWD) association.
“Historically, women have always had to deal with the effects of bias in their trajectories. And that’s why our campaign is an invitation. An invitation to look around and hear the stories of women everyone knows,” explained Valerya Borges, director of diversity, equity and inclusion for Latin America at VMLY&R.
The agency’s proposal is a global conversation that will have activations in the 5 regions where the network has offices during the month of March.
“We were very excited about the IWD proposal because it is very much in line with an issue that we already wanted to address: the depth of each woman’s existence. With # MaisDoQueVocêVê we want to invite people to see each woman beyond the surface, to look through her history, culture and condition. In a collective and individual context”, said Ludmila Maia, Creative Director and Chair Gender ERG Brazil.
In addition, throughout the month, the women of the VMLY&R network will be invited to contribute to the creation of a collective playlist in honor of women.
