Agency: AKQA
Client: Levi's
Date: Mar 2020
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As International Women’s Day approaches, Levi’s and the 'I Shape My World' campaign have set the stage for women to own their titles, accomplishments, and impact — no qualifiers needed.

Women are doing incredible things. They’re shattering glass ceilings, infiltrating boy’s clubs, and re-coding the very systems our society runs on. And what do they get for this?…nicknames like “lady boss,” “She-E-O,” and “Mompreneur.”

But it actually goes beyond nicknames. “Female astronaut.” “Female senator.” “Female wrestler”— when recognizing women’s accomplishments, gender tends to be the first thing our world sees.

It’s true that women bring a unique perspective to any table they sit at. But it’s time to start focusing more on the incredible skills and talents that got them there. Women are qualified. Their titles shouldn’t be.

Levi’s and AKQA continue 'I Shape My World' in 2020, an ongoing initiative to bring women everywhere the full recognition they deserve — no qualifiers, no exceptions.


AKQA San Francisco