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.
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% )