In the first global campaign from Coty brand Sally Hansen, women rule the world, and self-made women are the bosses of everyone.
Created by Anomaly, the "SheTopia" campaign includes a longform brand film, seen here, which shows women taking the lead in business situations, paying for dinner for a bunch of men, lifting weights while pregnant, seducing much younger men. A female politician has to answer the question: "How do you plan to deal with the issue of equal pay for men?" and, as older women have their legs massaged by a subservient man, we see them reading headlines such as "Heroines over 50 rule Hollywood." Men, meanwhile, ride pillion on motorbikes, and apologize for interrupting business meetings.
The brand says the campaign was inspired by its founder Sally Hansen, a 1940s entrepreneur, and the film and wider campaign features several real-life self-made CEOs, business leaders, bloggers, advocates and athletes. They include Claire Wasserman, an equal pay advocate and founder of Ladies Get Paid; Angela Benton, cancer survivor, businesswoman and CEO; and Jessica Haggett, who started the largest all-female motorcycle collective in the world.
The film was directed by Natalie Rae, whose previous work includes a PSA for UNWomen, and created by a mainly female creative and production team. The music track for the campaign, "Woman," was written by singer-songwriter Diana Gordon, who is known for her feminist lyrics and work with Beyoncé on her "Lemonade" album. According to Anomaly, the work was led by in-depth conversations with women and the brand's long-time users.
As well as the brand film, the campaign also includes 15- and 20-second commercials that will be broadcast across the 50-plus countries in which the brand is currently sold and in-store animations.