I'm a woman

Mikołaj Sadowski - Chief Creative Officer, 180heartbeats + JUNG v MATT Radosław Smorga - Business Development Director & Partner, 180heartbeats + JUNG v MATT Pablo Dominguez Agregan - Creative Director, 180heartbeats + JUNG v MATT Antonina Ruszkowska - Junior Art Director, 180heartbeats + JUNG v MATT Aleksander Madej - Junior Copywriter, 180heartbeats + JUNG v MATT Anna Stolarz - Account Manager, 180heartbeats + JUNG v MATT Dawid Kaźmierczak - Social Media Director, 180heartbeats + JUNG v MATT Paula Kamińska - Social Media Project Manager, 180heartbeats + JUNG v MATT Justyna Lach - Marketing Director, YES Zuzanna Krokowicz - Marketing Manager, YES Łukasz Kucharski - Graphic Designer, YES Producer - Stefan Stefański, F25 Production House Executive Producer - Monika Wagner, F25 Production House Production Manager - Alina Sikora, F25 Production House Production coordinator - Anna Oryl, F25 Production House Production assisten -Małgorzata Szmist, Michał Surma, F25 Production House Anna Jezierska - Client Managing Partner, MullenLowe MediaHub Bartłomiej Lissowski - Senior Media Manager, MullenLowe MediaHub Michał Bakalarczyk - Senior TV Manager, MullenLowe MediaHub Michał Sereda - TV Planner/Buyer MullenLowe MediaHub Magdalena Sitarska - Senior Digital Planner, MullenLowe MediaHub Agnieszka Gadomska - Senior Media Account, MullenLowe MediaHub

Women in Poland hear the word “NO” too often. YES, a Polish jewelry brand made by women for women, wants them to hear “YES” instead. That’s why we created the campaign “I'm a Woman”. A campaign aimed at paying tribute to all real Polish women - their diversity, courage, independence, emotions, and sensitivity. The main piece of the campaign was a film in which we portrayed strong and exceptional women being who they really are: an influencer mom breastfeeding her kid in public; an Olympic runner-up displaying her love for her girlfriend; a cancer survivor encouraging people to get tested and prevent breast cancer; a woman who became a model at the age of 74 and proves that beauty has no age and a plus-size model who defies societal body expectations. We knew we were doing something right and socially involved when TVP (Polish public television controlled by the right-wing government) censored its broadcasting. This campaign broke the mold of how women are portrayed in mainstream campaigns, especially by the glamor industry, and received very prompt and spectacular reactions from the Polish audience; it was visible, it strongly resonated culturally and it was an organic effect. In the first 2 weeks of the campaign - before the TV leg of the campaign even started - YES organically acquired a 7 348% increase in brand mentions. The campaign organically generated 32 million contacts with the brand online - out of which 25 million were just the first two weeks. This volume would not have been reached through its emission on public TV, which finally forbade its emission. Overall, the obtained Advertising Value Equivalent amounted to 2 million dollars, almost half of the paid media budget. Sales and business impact followed – premium collections presented in the campaign reached an increase of 303% YoY.