Last Saturday saw stars including Beyonce, Salma Hayek Pinault, Jay Z and Mary J. Blige come out in support of Gucci's CHIME FOR CHANGE movement. Billed by some press as a "feminist Live Aid" the event was held live at Twickenham and broadcast to more than 150 countries across the world and an audience of over 1billion people.
The CHIME FOR CHANGE initiative serves to convene, unite and strengthen voices speaking out for girls and women around the world and focuses on three key pillars: Education, Health and Justice.
Mother, with partner agency Sunshine, has been working towards this highlight since September. Tasked with the brief to create the brand, Mother and Sunshine were involved in developing a strategic and creative platform. This included everything from brand identity through to the marketing and digital assets.
Mother and Sunshine also created the Chime film board with Salma Hayek Pinualt which commissioned Documentary film makers from around the world to create unique films focusing on the issues and sharing the powerful stories of girls globally. These films were used as content throughout the concert and Mother and Sunshine were also responsible for branding, merchandise and set design.
To get involved or learn more visit www.chimeforchange.org
http://www.chimeforchange.orgAgencies: Mother New York, Mother London