LunA Bar Equal Pay Day
LUNA Bar has stood for women’s equality for over 20 years - but in such a humble way that nobody knew. Our challenge was to bring awareness to their new Equal Pay Day 2017 initiative, while staying true to the brand.
Our approach — focus on small, daily actions we can all take to fight the gender wage gap. Through a partnership with Lean In, AAUW, and Gina Rodriguez we brought this robust campaign life across the web, social, film, partnerships & influencers, and PR executions.
Small Talk
A four part series of short videos. Each one focuses on a different moment that inspired Gina in her fight for equal pay.
Small Acts Hub
A digital hub containing suggestions for small actions everyone can partake in to promote equality in their daily lives.
This new page held the most-time-spent-on-page record for lunabar.com (2017) and resulted in direct clicks to product.
Social Content
Custom content for @lunabar, @aauw, and @ginarodriguez.
AWARDS
2018 Campaign US’ Inclusive & Creative Top 2018
PRESS
CNN, TODAY Show, People Magazine, Bustle, Hello Giggles, Ad Age, Latina Magazine, International Business Times, Glamour, Instyle, and Huffington Post
TEAM
Lead Agency: AnalogFolk
Creative Team: Carren O'Keefe, Mike Houston, Jonanna Widmer
Director: Alexis Spraic
Production Company: Farm League
Photographer: Pamela Littky