Vera Bradley
The disadvantages of being a woman are touted far and wide, especially in a society that values masculine traits over feminine ones. In order to start a movement, Vera Bradley needed to start a conversation. We enlisted the help of Noel Wells (“Master of None”) to host mini-documentaries that asked women of all walks of life what they love most about being a girl.
We learned that femininity wasn’t just seen as an advantage, but as a superpower.
Vera Bradley needed to modernize its brand and reach out to a new, younger segment of shoppers in order to fuel growth. As a brand by women and for women, we saw an opportunity to position them as a champion of femininity. Our integrated campaign, anchored by a provocative content series, was designed to celebrate all the reasons that it is good to be a girl.
Creative: Joanne Torres, Riley Kane, Kelly Munson, Amanda Clark
Director: Crystal Moselle
Production/Accounts: Kristoffer Knutson, Kacie Helgeson, Elizabeth Goodman, Melissa Mathei, Erin Keeley, Wax Edit (Zaineb Abdul-Nabi, Editors Georgia Dodson), White Label Production
Noël & Sara Bareilles tap into their inner Yas Queen
#ItsGoodToBeaGirl
Vera Bradley needed to modernize its brand and reach out to a new, younger segment of shoppers in order to fuel growth. As a brand by women and for women, we saw an opportunity to position them as a champion of femininity. Our integrated campaign, anchored by a provocative content series, was designed to celebrate all the reasons that it is good to be a girl.
Creative: Joanne Torres, Riley Kane, Kelly Munson, Amanda Clark
Director: Crystal Moselle
Production/Accounts: Kristoffer Knutson, Kacie Helgeson, Elizabeth Goodman, Melissa Mathei, Erin Keeley, Wax Edit (Zaineb Abdul-Nabi, Editors Georgia Dodson), White Label Production
Locker room talk with Noël and a rugby team
#ItsGoodToBeaGirl
Vera Bradley needed to modernize its brand and reach out to a new, younger segment of shoppers in order to fuel growth. As a brand by women and for women, we saw an opportunity to position them as a champion of femininity. Our integrated campaign, anchored by a provocative content series, was designed to celebrate all the reasons that it is good to be a girl.
Creative: Joanne Torres, Riley Kane, Kelly Munson, Amanda Clark
Director: Crystal Moselle
Production/Accounts: Kristoffer Knutson, Kacie Helgeson, Elizabeth Goodman, Melissa Mathei, Erin Keeley, Wax Edit (Zaineb Abdul-Nabi, Editors Georgia Dodson), White Label Production
