Women

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Canadian Women’s Foundation empowers bystanders to stand up to abuse

Having created a life-saving hand signal, the non-profit is now helping the many Canadians who don’t know how to respond to signs of domestic violence.

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Knix goes against the flow in new unapologetic campaign

The DTC brand is driving awareness for its leakproof undergarments with a brutally-honest music video-style spot.

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Fierce Mama founders find hope in tough times

Despite this year’s chaos, the community of working moms formed around the project see long-term change on the horizon.

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Adult toy brand pops its PinkCherry with first-ever TV spot

With help from The Local Collective, the retailer of novelty products has fun with suggestive imagery.

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SheaMoisture encourages women of colour to ‘Be Your Beautiful’

The Unilever hair and skincare brand spoke to an underserved market with events in the lead-up to the Toronto Carribean Carnival.

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Estee Lauder celebrates the many #ShadesOfCanada

The inclusive campaign for the beauty brand’s make-up line is supported by in-store events at HBC, Shoppers and Sephora.

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Retail as a community hub

The strategy behind investments Staples, MEC and Indigo have made to create more experiential stores.

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Make championing women core to your business

Microsoft Canada’s Lisa Gibson on why companies need to buy into inclusion and go beyond simple communications.

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Long live the (digital) beauty regime

Building a DTC strategy goes beyond e-commerce. And few know how to build better one-to-one relationships than beauty brands.

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PR AOY Gold: The Colony Project keeps growing

The little PR shop that could has grown from three staff to over 20 since launching in 2016.

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Enter the Parka Wars

Here’s how three Canadian companies are targeting tribes to build global brand cred.

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Women still don’t feel represented in ads: study

Part three of McCann’s The Truth About Canadian Women reveals the gap that persists in how women are portrayed.

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Grayes has a bright new campaign

The Canadian workwear brand enlists four “driven” women to design and model pieces for its new capsule collection.

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Interac shows all the different ways to tap

The national campaign uses convenience and its anti-debt positioning to get women to switch to Flash.

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Changing lanes

Settled into a new role at Leo Burnett Chicago, Jordan Doucette talks about fostering ideas and how to support women in the industry.