Global creative network for women SheSays has unveiled the winners of its Christmas campaign, 'I Am Reindeer', which aims to raise the profile of creative women in the industry by breaking down gender assumptions, starting with Santa's reindeer.
The initiative first launched last year, based on a world-famous gender bias that comes to the fore around the festive season: that Rudolph is male. Santa's red-nosed friend is actually female, according to Edinburgh University professors, who found that only females get antlers at Christmas, while males shed theirs mid-December.
The scheme is part of SheSays' mission to increase the number of female creative directors working in the ad industry from the current figure of 12%, by highlighting nine creative women working in the industry in order to raise their profile.
This year's initiative was open to entries from 21 November and received more than 100 entries in the first week alone.
The nine creative 'reindeer' of 2017 include Shannie Mears, co-founder of The Elephant Room; Roshni Goyate, freelance senior copywriter; Charlotte Hugh, creative at DigitasLBi; Lottie Marriner, copywriter at Cheil; Alice Burton, creative at CHI&Partners; Kristina Ryan, senior creative at Mr.H; Johanna De Mornay Davies, freelance senior art director; Claire Morris, head of design at Founders Factory; and Zoe Stock, art director at Collider.
The nine winners were chosen by three of last year’s reindeer who have gone on to become creative directors: Jade Tomin, who took on the role of creative director at Tribal Worldwide; Caroline Paris, who has taken on the position at Brave; and Catherine Hope, who made the move from Rankin Photography to Sunshine as creative director.
The campaign was created by SheSays president and campaign creative, Casey Bird, and Mark Teece and David Finch from DigitasLBi.
Bird said: “It has been amazing to see the amount of talented women put forward this year in such a short amount of time. There appears to be a lot of magic in the London ad industry and it’s campaigns like these that help give women the exposure they truly deserve.”