AIRBUS
OBJECTIVE:
BUILD ADVOCACY
THE BRIEF:
SPEAK TO AND ELEVATE FEMALE TALENT ✈️
Airbus wanted our help to shift the dial on their approach to attracting female talent. With perceptions suggesting it’s a ‘boys club’, female talent can be notoriously difficult to hire. And blue collar female talent? Even harder.
NB. SPEC WORK PROJECT
THE INSIGHT:
The gender gap in the aviation industry exists well beyond Airbus. It is industry-wide, company-agnostic. Differences in pay, support, leadership. They’re industry barriers rather than brand barriers.
THE STRATEGY:
Rather than just say something convincing, we needed to take a position. Start a movement. Be a little bit uncomfortable and show Airbus as a leader in this conversation, encouraging others to follow suit. Showcasing their commitment to making change.
MY ROLE : NARRATIVE | CREATIVE DIRECTION | BRAND EVOLUTION | STORYTELLING
A campaign that not only shows we know there are disparities within the industry, but highlights the moves that Airbus are making to close it. Sharing bold stats that both highlight the positive changes they’ve made and acknowledging the long way they have to go. Provocative copywriting, visually bold gradients aligning to each pillar of change, a dynamic logo system and a structured typography layout, created a visual brand that was striking and bold without clutter or distraction.
It also acted as a great platform to tell stories. We wanted to show the faces of the women at Airbus. Those who are already succeeding at and enjoying what they do. Giving our advocates a platform to create a sense of community and belonging.
THE SOLUTION:
THE SKYGAP
