Women in Cyber

Working back with the team at Acne I worked on the new north star positioning for Deloitte Cyber. Whilst working on the project I was approached by the new Women in Cyber group, a global group of Deloitte women enjoying their careers in a male heavy sector.

What we learnt when working with these women is that cyber not only has an awareness problem, but beyond that there’s an image problem and it’s putting off women from considering a career in cyber. The industry has already predicted a mass shortage of skilled workers, with only 20-25% female representation.

However, it’s not all just men in hoodies, it’s an incredible boardroom level industry where you can protect countries, strategise business opportunities and change the world. The market itself is reliant on diversity of thought to succeed, women play a vital role in its sustainable future. Whilst society was catching up of the importance of women, especially in leadership roles, it was time Deloitte highlighted the importance of women in the cyber category and encouraged both external and internal recruitment.

We developed a global awareness and recruitment campaign across LinkedIn and Instagram with a global shoot of 14 Deloitte cyber women across US, Canada, Singapore and Amsterdam - because women who work in cyber have the potential to secure the future we all deserve.

Check out the website and video .

Working with the Wieden & Kennedy team to plan for Coca-Cola in 2021 we received the brief that Coca-Cola were losing share amongst Gen Z in the UK vs. Pepsi who were aggressively marketing their taste credentials in a much more youthful and culturally relevant way.

Whilst older generations have alot of memory links to Coca-Cola from hangovers to Happiness, we needed to communicate to them that indescribable first taste of Coca-Cola taste as well as making a move away from classic “ads” to hone in on Gen Z media behaviours, what they care about and where they buy it (the cornershops).

Partnering with Tyler the Creator the team created a social media first campaign with a 2 minute long ad reflecting Tylers aesthetic and specially written song alongside visuals that link to interests like gaming and dancing.

Tyler later released the song on streaming services.

The campaign reached publications such as Dazed, NME and Pitchfork.