• Transform magazine
  • February 23, 2020


Bold change

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A day of unity and advocacy celebrating the contributions of women across the globe, the theme of this year’s International Women’s Day is #BeBoldForChange. The campaign highlights the need for more gender inclusivity across society, especially in workplaces where many women still face inequality in pay and opportunity. According to UBS, a global financial services company, women alone could add $12 trillion to the global economy in the next decade, yet they are often under valued in the industry. Recognising women as a driving force behind economic change, UBS has launched a recent campaign to reiterate the company’s commitment to gender equality.

The company has released an international wave of its brand campaign focusing on women ahead of International Women’s Day. The short 90 second video was produced by London-based advertising agency Publicis in collaboration with MassiveMusic, a global music agency. Featuring a re-recorded version of ‘Free Me’ by singer Joss Stone playing in the background, the clip shows some of the questions a woman may ask herself over her career – from “Did I only get the job because I’m a woman?” and “Will the investors take me seriously?” to “Will having a baby affect my ambitions?”

This latest campaign follows the launch of UBS’s new sonic branding in 2015, also created by MassiveMusic. In line with the banking giant’s refreshed audio brand identity, MassiveMusic chose to reinterpret Stone’s single to form the right emotional tone for the film and fit in with the brand’s larger message of women empowerment.

“The guys at MassiveMusic really did their homework!” says singer Joss Stone. “I am pleasantly surprised when people are aware of the real intention of my songs. When they suggested my track for this story it felt like nothing but sweet serendipity to me – a perfect fit.”

The film expands on the company’s ‘Life’s Questions’ series which launched in 2016, posing questions often voiced by their clients. Ending on a positive note – “For some of life’s questions, you’re not alone. Together we can find an answer” – the video underpins UBS’s promise to continue its support of diversity initiatives and the role of women in its workplaces.

The new wave of UBS’s campaign launched globally on the 6 March.