How’s this for power in a call to action? “If all of us, undecided, decided to use our vote, we’ll be the ones to swing the vote and change the fate of the entire country.”
This insight, aimed at 20% of non-voting women in the UK (double the number of men), has been built into a wonderfully female (that is, practical with a dash of humour) campaign by Havas London for underwear brand Lemonade Dolls, a company rooted in female empowerment.
The message of the campaign, Swing it, girls, draws on the political symbolism of the bra. The opening of the campaign film parodies a stereotypical underwear advert, using pseudo-factual language about Lemonade Dolls technology to appeal to female viewers and disengage male ones. Then actor and comedian, Jayde Adam, begins her call-out to women to use their power to swing the election, followed by some of history’s leading women who fought to give women the right to vote such as Emmeline Pankhurst and the fearless women who burnt their bras in the fight for progress and equality.
The film’s soundtrack, Little Girl Gone, by London singer and producer, Chinchilla, was donated by the artist. The film was directed by Emmy-nominated director, Ruth Pickett, with Hungry Man Productions.
To support its film, Lemonade Dolls has partnered with Global Street Advertising Agency, UNCLE, to create a series of striking street posters, designed in Lemonade Dolls branding, with bra-inspired iconography and straplines to match, including The future is in your bra and These boobs were made for votin’. Out of Home media owners, Clear Channel and LondonLites, have also provided OOH media space for the campaign.
Finally, branded Lemonade Dolls bras with the word, VOTE, have been added to Emmeline Pankhurst and Millicent Fawcett statues in London under the cover of darkness.
Vicki Maguire, chief creative officer at Havas London, stated, ‘’Fact is, when you get home, and the bra comes off, you’re not going anywhere. So come election day we’re encouraging you to put your bra on and get out and vote. Your bra could literally swing the election.’’
Lemon Fuller, CEO of Lemonade Dolls, added, ‘’Voting is always a critical aspect of any election. Many fierce and courageous women have fought tirelessly to secure our right to vote, laying the foundation for a more inclusive society. That’s why we are here causing a riot to ensure women get down to their local polling station on the 4th July. Our sole objective is to encourage women to participate in the voting process and help shape the future of our country, in a time when so many women are undecided or do not vote at all. So grab your friends, sisters, mothers & grandmas – let’s make some noise and show everyone that voting is the ultimate power move.’’
Jayde Adams, comedian and actor, remarked, “I’ve never told anyone what to think or who to vote for, and I usually keep my stand-up neutral. But when it comes to empowering women, I’m all in. In my specials, I’ve always encouraged women to consider the world around them with humour.
“Learning that 20% of women don’t feel inspired to vote or believe they have a voice in the next election drove me to support this campaign. Women are inherently political; government decisions directly impact us, and we nurture the future. Women with more power and autonomy will create a more compassionate future for everyone. Let’s get registered and on July 4th, use our hard-earned power for real change.’’
Claire Reindorp, chief executive at Young Women’s Trust, commented,“The Lemonade Dolls campaign is not only bold and exciting, but it shares our aim of encouraging young women to use their voice in the upcoming general election and vote. There are 9.5 million young women and a million of them are on low or no pay. They’re feeling unheard and disengaged from politics but it’s important that issues that matter to the are brought into the spotlight so that the future government are clear on the action we need to see. Things like unequal pay, unfair treatment in the workplace and the lack of progression have been holding young women back for far too long and it’s time that politicians actually listen and, more importantly, act.”
From June 14 to July 4 Lemonade Dolls is offering 5% of all profits made from their website to young women’s trust – an organisation which works to achieve economic justice for young women by tackling misogyny and sexism head on. Lemonade Dolls will also be giving 20% off on all bra orders from June 14 until election day on July 4 with the code SWINGIT20, along with the sale of a new vote collection aimed to help spread the word.
The full campaign covers social and online platforms and OOH.
Credits:
Client: Lemonade Dolls
Creative Agency: Havas London
Chief Executive Officer: James Fox
Chief Creative Officer: Vicki Maguire
Creative Partner: Nathalie Gordon
Associate Creative Director: Amy Fasey
Business Director: Alice Poole
Account Director: Kirsty Warren
Head of Production: Louise Bonnar
Agency Producer: Charlotte Lawrence & Louise Bonnar
Creative Producer (print): Hannah Levy & Janet Berry
Chief Design Officer: Lorenzo Fruzza
Designer: Morgan Shipley
Production Company: Hungry Man
Main Director: Ruth Pickett
Stunt Film Director: Theo Tennant
Stunt Film Editor: Navid Khayati-Daryan
Executive Producer: Matt Buels
Producer: Camilla Cullen
DoP: Beatriz Delgado Mena
Editor: Nina Sacharow
Post-production: Elmntl
Post-production Producers: Jenna Le Noury & Rose Crisp
VFX: Antonio Jimenez & Martin Waller
Colourist: Henry Howard
Audio post-production: Joe Marsden
