WHAT'S THE REASON?
A self-initiated offline campaign for Women Inc. asking one simple question: why are women still missing at the top? Bold illustrations, a rebellious wink and zero excuses. The result is a campaign that makes ambitious professionals question their own take on who belongs in the boardroom.
A self-initiated offline campaign for Women Inc. asking one simple question: why are women still missing at the top? Bold illustrations, a rebellious wink and zero excuses. The result is a campaign that makes ambitious professionals question their own take on who belongs in the boardroom.
CLIENT
Women's Inc.
YEAR
2025
DELIVERABLES
Illustrations Campaign
ROLE
Creative director, Illustrator & Designer
THE CHALLENGE
The Netherlands dropped to #46 on the Global Gender Gap Index, and women still earn 32% less than men. The tricky part: putting a serious gender issue on the table without preaching or pointing fingers. Lecture this audience and they tune out.
THE IDEA
Humour over guilt. We target upwardly mobile professionals and cosmopolitans (Motivaction, 2026) with punchy illustrations (“It’s time to ketchup”, “No more bullshit” with a Red Bull and F1 twist), all driving one question nobody can answer: what’s the reason?
THE RESULT
A campaign with a sharp sense of humour that makes people stop, smile and rethink gender equality at the top.
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