THE DRE$$

Agency: Martin Agency

Client: TIAA

Art Director: Jasper Yu

Copywriter: Danielle Gasbarro

Women lose out on $1.6 million in retirement income, due to the gender wage gap. As a retirement fund, TIAA found that unacceptable.

So we created a powerful, visceral representation of this statistic in a field full of historic inequity: fashion. More than 85% of top fashion school graduates are female but only 14% of top fashion brands are run by women.

We partnered with fashion designer Fe Noel to create an inspiring fashion statement, representing the millions women miss out on. The Dre$$ itself is a one-of-a-kind, couture gown made up of $1.6 million; each bill was individually hand-sewn into the dress.

We debuted The Dre$$ on fashion’s biggest stage: opening night of New York Fashion Week.

The Dre$$ was the closing look of Fe’s fashion show - the closer is reserved for the most prestigious piece in the collection - to symbolize closing the retirement income gap.

After the show, we placed OOH throughout New York, directing people to see the dress in person. If people took pictures of The Dre$$, TIAA made a donation to Dress for Success, a nonprofit organization that provides professional attire to women, to support their job-search and interview process.

The results were extraordinary. It was the first time a financial brand become such a hot topic during fashion week.

1.3 Billion Impressions in 48 Hours

185% Increase in Advice Sessions

61% Share of Voice (Up from 0% )