Woman. Life. Freedom. A powerful message through one simple act.

Woman. Life. Freedom. A powerful message through one simple act.

Woman. Life. Freedom. A powerful message through one simple act.

Woman. Life. Freedom. A powerful message through one simple act.

Woman. Life. Freedom. A powerful message through one simple act.

Client:   YWCA
Agency:   Rethink
Role:  Art Director
Creative Director: Grace Cho
Designer: Justin Kowalczuk

Client:   YWCA
Agency:   Rethink
Role:  Art Director
Creative Director: Grace Cho
Designer: Justin Kowalczuk

Client:   YWCA
Agency:   Rethink
Role:  Art Director
Creative Director: Grace Cho
Designer: Justin Kowalczuk

Client:   YWCA
Agency:   Rethink
Role:  Art Director
Creative Director: Grace Cho
Designer: Justin Kowalczuk

Client:   YWCA
Agency:   Rethink
Role:  Art Director
Creative Director: Grace Cho
Designer: Justin Kowalczuk

Project Details

On September 16, 2022, Mahsa Amini was killed by the Islamic Republic of Iran’s “Morality Police” for wearing her headscarf improperly, an illegal offense in the country with a history of oppressing its citizen’s human rights, particularly womens’ under the name of Islamic Law. As a fierce advocate for women’s rights since 1987, the YWCA was compelled to answer this call. As the revolution dragged on, and media cycles passed, interest was waning. We would need to do something unique to recapture the public’s attention.

Project Details

On September 16, 2022, Mahsa Amini was killed by the Islamic Republic of Iran’s “Morality Police” for wearing her headscarf improperly, an illegal offense in the country with a history of oppressing its citizen’s human rights, particularly womens’ under the name of Islamic Law. As a fierce advocate for women’s rights since 1987, the YWCA was compelled to answer this call. As the revolution dragged on, and media cycles passed, interest was waning. We would need to do something unique to recapture the public’s attention.
 

Project details

On September 16, 2022, Mahsa Amini was killed by the Islamic Republic of Iran’s “Morality Police” for wearing her headscarf improperly, an illegal offense in the country with a history of oppressing its citizen’s human rights, particularly womens’ under the name of Islamic Law. As a fierce advocate for women’s rights since 1987, the YWCA was compelled to answer this call. As the revolution dragged on, and media cycles passed, interest was waning. We would need to do something unique to recapture the public’s attention.

Project Details

On September 16, 2022, Mahsa Amini was killed by the Islamic Republic of Iran’s “Morality Police” for wearing her headscarf improperly, an illegal offense in the country with a history of oppressing its citizen’s human rights, particularly womens’ under the name of Islamic Law. As a fierce advocate for women’s rights since 1987, the YWCA was compelled to answer this call. As the revolution dragged on, and media cycles passed, interest was waning. We would need to do something unique to recapture the public’s attention.
 

The project

On September 16, 2022, Mahsa Amini was killed by the Islamic Republic of Iran’s “Morality Police” for wearing her headscarf improperly, an illegal offense in the country with a history of oppressing its citizen’s human rights, particularly womens’ under the name of Islamic Law. As a fierce advocate for women’s rights since 1987, the YWCA was compelled to answer this call. As the revolution dragged on, and media cycles passed, interest was waning. We would need to do something unique to recapture the public’s attention.

The results

Hair was the reason Mahsa Amini lost her life. Hair sparked the largest revolution led by women. So, it only made sense that hair become the medium to rally Canadians, reignite their outrage, and amplify our message.

We created a life-size, interactive banner that invited people to cut a lock of their hair and fasten it to spell out the rallying slogan: WOMAN. LIFE. FREEDOM.

The results

Hair was the reason Mahsa Amini lost her life. Hair sparked the largest revolution led by women. So, it only made sense that hair become the medium to rally Canadians, reignite their outrage, and amplify our message.

We created a life-size, interactive banner that invited people to cut a lock of their hair and fasten it to spell out the rallying slogan: WOMAN. LIFE. FREEDOM.

The results

Hair was the reason Mahsa Amini lost her life. Hair sparked the largest revolution led by women. So, it only made sense that hair become the medium to rally Canadians, reignite their outrage, and amplify our message.

We created a life-size, interactive banner that invited people to cut a lock of their hair and fasten it to spell out the rallying slogan: WOMAN. LIFE. FREEDOM.

The results

Hair was the reason Mahsa Amini lost her life. Hair sparked the largest revolution led by women. So, it only made sense that hair become the medium to rally Canadians, reignite their outrage, and amplify our message.

We created a life-size, interactive banner that invited people to cut a lock of their hair and fasten it to spell out the rallying slogan: WOMAN. LIFE. FREEDOM.

The results

Hair was the reason Mahsa Amini lost her life. Hair sparked the largest revolution led by women. So, it only made sense that hair become the medium to rally Canadians, reignite their outrage, and amplify our message.

We created a life-size, interactive banner that invited people to cut a lock of their hair and fasten it to spell out the rallying slogan: WOMAN. LIFE. FREEDOM.

RECOGNITION
2023 Applied Arts Advertising Award - Cause-Related Advertising - Single

RECOGNITION
2023 Applied Arts Advertising Award - Cause-Related Advertising - Single

RECOGNITION
2023 Applied Arts Advertising Award - Cause-Related Advertising - Single

RECOGNITION
2023 Applied Arts Advertising Award - Cause-Related Advertising - Single

RECOGNITION
2023 Applied Arts Advertising Award - Cause-Related Advertising - Single

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Curated Mixtapes (Coming soon)
Advertising & Design Podcasts
(Coming soon)
Inspiration Boards (Coming soon)