challenge Position Echo as a leading lifestyle brand in the digital age by uncovering its iconic heritage with “Echo of an Interesting Woman” in honor of their 95th Anniversary.
solution Produce a campaign that pays homage to the original 1970's campaign by featuring and interviewing powerful women from all industries and backgrounds.
157KAd Reach
5.9KLink Clicks
89K3-Second Video Plays
The original, iconic campaign from the 70's was ahead of its time. In reimagining it, we didn't want to lose the raw authenticity that the original campaign exuded. We kept backdrops and props minimal, focusing on each of the nine individual women - what inspires them, the lessons they've learned as they've grown older, what they still hope to accomplish, and of course - their favorite way to wear an Echo scarf.
As Donna Kalajian Lagani, Senior Project Director, The Hearst Foundations, said it best:
“My life motto - which I lived with for 24 years at Cosmo - was fun and fearless, and I'm female. So, [my life motto now is] fun, fearless, and female."
Just like the campaign.