In early 2021, the Womens Team at Mariners was looking to build a campaign that would help them relaunch their in-person gatherings with an aim at reaching a wider (and younger) audience.
- Create a campaign that would act as a rallying cry and give members a new identity.
- Draw those from the existing Mariners community who have never engaged in women’s events.
- Position the creative from a place of strength and power instead of pink and flowers.
- Speak to the existing base, but with an angle towards drawing in a younger crowd for mutually benefitial relationships with the older generation.
With this in mind, our team set out to achieve the goals via a campaign we called I Am Mariners Women. The campaign was centered around identity, and speaking truth over women as we began emerging from the COVID Pandemic. We chose a strong black and white color pallet allowing the women themselves to be the color of the campaign. The idea was for them to be who they were, bringing themselves in whole, but also reminding them that they have endured, and they are strong. We also created custom type that fed into the individuality that each women posesses.
This campaign was wildly successful as more than 2,000 women gathered together to be in community together. They are reaching women at all ages from High School to seniors. It was their largest gathering, and the campaign continues to help them move forward together.