Holden targets unapologetic women with new brand campaign

Holden is celebrating women who refuse to accept society’s unrealistic expectations of them with a new brand campaign ‘Nothing To Prove? Prove It’.

The campaign positions the new Holden Equinox SUV as the car for women who are unapologetic about how they choose to live their lives.

A series of TVCs portray women in a number of scenarios which showcase their inner confidence and unapologetic attitudes, such as a woman crowd-surfing at her daughters first pop concert or a group of women wearing fancy dress to their reunion.

Holden general manager, marketing communications and digital, Natalie Davey, said: “Celebrating the thousands of women who have nothing to prove by driving the new Equinox, we are creating more than a campaign; we are establishing a safe space for women to discuss, relate to and share the moments where they can be themselves.”

The campaign is targeting women who “don’t need an expensive base model car with a flashy badge and no substance”.

The campaign was created by The Monkeys and directed by Chris Balmond at Otto Empire. It will run across TV, print, digital, OOH and social media.

The Monkeys co-founder and group chief creative officer Justin Drape, said: “It’s fun to create a campaign with a point of view and champion women who know what they want and aren’t afraid to go after it. Equinox speaks to that mindset perfectly.”

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