Service Provided: Campaigns + Social Video
Time to #DefyNormal: Girls will be heard, will lead and will defy any ‘normal’ that says otherwise. That’s the messaging for this promotional video launched in anticipation of the 2018 International Day of the Girl.
Plan International Canada wanted powerful and visual content to launch their #DefyNormal campaign that pushed the boundaries (just like the campaign itself).
Empower your female voices to create authentic content.
Andrea took the reins on this concept to literally crash, smash, and tear down the stereotypes that girls often hear. Like any young woman, she has experienced the barriers this campaign seeks to address and was able to script an authentic piece from the heart.
We used real Plan International Canada spokespeople to deliver the message and Andrea scripted scenarios that allowed their personalities to shine through.
Because the concept was conceptual and the budget was tight, Andrea brought the whole team together to brainstorm props and locations that would bring this piece to life, without burning cash.
An emotional piece that carries the energy needed to turn #DefyNormal into a movement. We challenge any audience to watch it and not want to yell “Yas Queen!” after the final call-to-action.
Read about Andrea’s personal experience on this project as her first big directing, writing and producing assignment.