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Gucci Chime For Change campaign gears up for star-studded London concert headlined by Beyoncé

A campaign for girls' and women's empowerment founded by Gucci, Chime For Change, is gearing up for a live concert in London's Twickenham Stadium on Saturday with Beyoncé at the top of the line up.

The creative design and brand identity for the campaign, which launched at TED2013, was created by Mother and Sunshine, who began working with Gucci in September.

Education, health and justice for women are at the core of Chime For Change, which is being led by singing sensation Beyoncé, actress Salma Hayek and Gucci creative director Frida Giannini.

Stephen Butler, creative partner at Mother, said: "Working with the team at Gucci, as well as the other partners around the world, on such a meaningful project has been a unique experience.

"From the first day of the project we were presented with a blank canvas on which, in partnership with Gucci, we could realise not only the brand design, but also its narrative. Add to that the staging of a global music event and one has an experience that has been thrilling."

Co-founder of Sunshine, Al MacCuish, added: "It's incredibly exciting to be part of a project that provides film makers and story tellers from around the world with a platform to connect with audiences who care passionately about education, health and justice for girls and women."

The agencies worked with the Global Philanthropy Group, Catapult and event production company Control Room to put the campaign together, as well as working on video content highlighting global stories of issues facing women.

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