The Ask

Following the 2019 Salomon WMN manifesto, the team came back to us with a brief to relook the 2.0 version of the WMN campaign. The WMN message was one that resonated with women around the world, we needed to relook how audiences had evolved in the past 2 years and how we were needing to be very specific in how we took on this brief in an authentic and honest way. We needed to bring more women into the Salomon brand universe by showing them there is a place for them to be anything they want to be.

The EXECUTION

We wanted to relook how stereotypes were affecting women and how we could navigate and tell this story. We believed the best way to showcase the defiance of this was through a longer form documentary. The selection process to source our three unique women took months to complete. Nancy living in Queenstown New Zealand, Melody based in Utah USA and finally Vuyiseka living in Khayelitsha, meant that that we needed to source like-minded teams to fulfil the production needs as we were in the middle of the global Covid-19 pandemic. The production spanned over three continent and more than 19hours time difference, sourcing and relying on teams that needed to reside in the same city as the three characters. Her Way is largely a female effort, with 9 women contributing to the production. The film also includes an original score titled “Her Way”, composed for the film by Clare Vandeleur with lyrics and vocals by Danielle Bakkes. Taking just over a year to produce, the film celebrates three incredible and humble women from completely different cultures and background, these women are brought together through one common trait – their determination to do things their way.