Young women today constantly have to deal with both the possibilities and the pressure of the digital, globalized world. This can be empowering, but also pretty tough at times. Because your sense of self, identity and style is constantly challenged, evaluated and filtered through social media, celebrity culture and media.
In this process friends are vital. They help shape your world-view, your priorities and they support you through thick and thin. They give you a reality check, when you need one and a boost of energy when you are feeling low. They inspire you, give you courage – and help make you be the person you are.
PIECES understood this insight and their need to speak to young women with an authentic, relevant and slightly quirky voice. Together with danish singer/songwriter ANYA and her longtime friend and musical collaborator Karen we started a campaign to celebrate the power and importance of female friendship. Through videos on social media featuring ANYA and Karen talking about their friendship and topics related to strong women we encouraged PIECES fans to reach out to their friends and tell them how much they mattered. This way we created buzz and showcased PIECES’ products in a positive and non-traditional way.