Reversing
Stereotypes
Work_
Creative Strategy
Creative Direction
Copywriting Direction
Social Strategy
Editorial Copywriting
Year_
2015
About_
Working with Audi Ireland as Creative Director at Atomic, we developed a social media campaign to challenge stereotypes about women drivers. The idea was simple: six tweets that ostensibly conformed to common stereotypes about women behind the wheel, each linking to unexpected content—articles celebrating real women driving business, innovation, and change.
Results_
The tweets quickly went stratospheric. They were retweeted by influencers and commentators, including Swiss Miss, AdFreak, Design Taxi, and Inc. The resulting exposure gave Audi an estimated reach of more than five million people. Thousands engaged with the tweets and clicked through to the articles.
The campaign was featured in international newspapers and leading industry publications, including Adweek, The Telegraph, The Mirror, and Inc. As a headline in The Daily Edge put it: “Audi’s new campaign challenges stereotypes of women drivers and people are loving it.” A huge, completely organic impact for a simple idea with zero media spend behind it.
