Walk Tall with L’eggs
TL;DR: We coded a special sponsored program within Grammarly to help corporate girlies shift the narrative in the boardroom. 💅
L'eggs envisioned themselves as the ultimate workwear staple to inspire and uplift women in the workplace.
But there was a hurdle. Grappling with underrepresentation, scarce resources, and diminished confidence, women were reluctant to own their space in boardrooms. We needed to ignite change.
Initially slated as a small social project, Walk Tall soon became a 3-year success story that completely redefined the brand’s ad strategy — empowering women to achieve corporate independence by providing a network of support, innovative development tools and inspirational messaging that positioned the L’eggs as the go-to brand for women ready to conquer the wold.
Step 1: Partner with Grammarly to help them talk the talk.
Sure, men and women communicate differently, but women's tendency to adopt a docile tone can hinder career progression. Conditioned to avoid conflict, women often undermine themselves in corporate communications. We created a Grammarly extension that identified speech qualifiers that negatively impact effective communication, empowering women to change the narrative.
Step 2: Engage a following to spread the word.
Step 3: Set up a system to help others step forward.
But we also wanted to equip girls with the right corporate tools – a tailored fit, solid support network, and L'eggs to help them stand strong. We joined Dress for Success on #GivingTuesday to raise funds and spread the word with the help of key influencers.
Responsibilities:
COPYWRITING, CONCEPT, CASTING
Agency: MullenLowe U.S.
Team: Christy Blain (ECD), Jen McFarlane (AD), Sophia Rembalsky (Design)