Lockton Insurance | Art Direction | Creative Direction | at 24/7Laundry Service
The mythological female C-suite.
A satirical campaign which sheds light on a pressing matter: Gender disparity in the insurance industry.
Delving into a quasi data visualization exercise, the surreal statues communicate the fact that the higher up the Insurance Industry you climb, the fewer women you’ll find, to the point where they could be a myth. Statistics show that less that 7% of CEOS and less than 10% Chairpeople being women.
The campaign runs parallel to the firm's 2024 sponsorship of "Now You See Us," the first-ever retrospective of British Female Artists at Tate Britain, part of a three-year commitment to sponsoring exhibitions by diverse British artists by Lockton.
A satirical campaign which sheds light on a pressing matter: Gender disparity in the insurance industry.
Delving into a quasi data visualization exercise, the surreal statues communicate the fact that the higher up the Insurance Industry you climb, the fewer women you’ll find, to the point where they could be a myth. Statistics show that less that 7% of CEOS and less than 10% Chairpeople being women.
The campaign runs parallel to the firm's 2024 sponsorship of "Now You See Us," the first-ever retrospective of British Female Artists at Tate Britain, part of a three-year commitment to sponsoring exhibitions by diverse British artists by Lockton.
I suggested the client create an industry-wide accelerator program to help women reach more senior roles, capitalising on their current support of a female artist-only exhibition at Tate Britain.
As a PR action, I proposed the creation of a series of sculptures of female business leaders as mythological creatures and to place them in unmissable locations around the City of London to drive conversations about gender equity in the insurance industry.
I chose public sculpture as a medium that also underrepresents women: Currently, only 4% of London's sculptures are of women, which is a clear connection with the exhibition's context.
The statues will become an unmissable statement, clearly owned by the brand, placed where people within the industry can't miss them — and they'll drive a lot of organic sharing by passersby.
As a PR action, I proposed the creation of a series of sculptures of female business leaders as mythological creatures and to place them in unmissable locations around the City of London to drive conversations about gender equity in the insurance industry.
I chose public sculpture as a medium that also underrepresents women: Currently, only 4% of London's sculptures are of women, which is a clear connection with the exhibition's context.
The statues will become an unmissable statement, clearly owned by the brand, placed where people within the industry can't miss them — and they'll drive a lot of organic sharing by passersby.
To ensure that the PR stunt reaches as many people as possible for maximum impact, I scouted the social sphere for active thought leaders (at different career stages) who already contribute to the conversation about women at work in finance and insurance.
To ensure the conversation isn't just brand-led, the same group of influencers will be in location to create content around the statues.
To ensure the conversation isn't just brand-led, the same group of influencers will be in location to create content around the statues.
- Share their reactions to the statues
- Voxpop people who are passing by
- Ask their followers what they think about the industry and its issues.
