It needed to have a subtle nod to areas which the bank has a vested interest, such as sporting areas like Rugby 7’s and British cycling. The content would also need to represent a globally and culturally diverse range of women. We set about researching potential contributors, including female engineers, builders, sportswomen, and scientists. After some input from the bank where they suggested contacts they already had such as British Paralympic cyclists, we organised and executed four shoot days where we covered a multitude of contributors. The style was very cinematic, shot in mainly slow motion, with lots of quick cuts and a fast-paced music track. This was then combined with a small amount of stock footage as well as a poignant and punchy script to create a one-minute, commercial style teaser for IWD on the 8th March.
The IWD teaser was very well received online, with views that surpassed the very successful Women’s Entrepreneurship Day film. It also set the tone and evocative style for further content, including World Cultural Diversity Day.