SALOMON WMN CAMPAIGN
Client : Salomon
Role : Producer
Prod : Fell+Co / Lucie Francini
Between 2018 and 2021, Salomon made a major push on the woman outdoor market through a succession of advertising campaigns, events and specific products. I took charge of the campaign when I joined the company, after the first year push had already been finalized.
The first video had focused on the idea that the outdoor is a place of freedom from all the injunctions that society dictates on women. This became the backbone of everything else we did after.
For the second year of the campaign, we decided to play with trends and social media stereotypes, and how the outdoor allows women to re-appropriate the idea. The goal was to play with #morningroutines and #outfitoftheday type of content, but put a Salomon spin on it.
In parallel, I worked with South African production company Fell+Co - who had created the first campaign video - to create a promotional film for the woman specific hiking shoe « Vaya ». Here again, our focus was on escaping the traditional stereotypes when showing women in advertising : our characters were ad executives, mechanics and chefs, leading busy lives and accessing nature as a way to refocus on themselves.
For the final year of the campaign, we wanted to take things further. After talking about escaping stereotypes in year 1 and playing with them in year 2, we decided that for the final year of the campaign we would showcase actual women who lived by this philosophy. I trusted once more Fell+Co to produce the campaign. The end result was the documentary « Her Way », featuring three incredible women in the US, South Africa and New Zealand.
For the entire duration of those projects, I focused mainly on authenticity for our tone and our processes, making sure that all the projects were lead by women and featured real athletes, ambassadors, employees and women passionate about the outdoors.
Overall, the different campaigns cumulated millions of views, tens of thousands of interactions on the SalomonWMN hashtag and participated in increasing the share of women in the Salomon consumers.
Most of all, it is by far one of the most personally significant long term project I ever managed as it merged my passion for the outdoor with my advocacy for gender equality.