The Invi-tate-tion

Brief: Get men to attend International Women’s Day events.

Insight: Men are disengaged and shaming tactics only cause them to turn away. We needed to invite them in a way they couldn’t ignore, but also didn’t point the finger.

Idea: The Invi-tate-tion. Taking the hateful words of viral misogynist, Andrew Tate, turning them into an open invitation to ‘Show up’ this International Women’s Day. Meaning in a world where his videos were impossible to escape, we hijacked his influence on the algorithm, and turned his narrative into something a bit more positive.

Conversations went beyond Aussie men, receiving international attention on BBC's ‘Video of the Day’ in the UK and delivering a total of 21.8 million impressions.

59%

uplift in male engagement

AWARDS

AWARD Awards, 2024
Shortlist for Equality

Ad News Awards, 2023
Diversity Award for FTC ‘Show Up For IWD’

One Show Asia, 2023
Bronze for Social Impact

B&T Awards, 2023
Shortlist for Award for Bravery
Shortlist for Award for Diversity

B&T Women in Media Awards, 2023
Shortlist for Best Campaign that Champions The Equality Cause