Beiersdorf – #61

In Germany, there are more top executives named Michael or Thomas than there are women in leadership. Shockingly, in the 2019 list of the most common executive names in the German commercial register, the first female name—Katja—doesn’t appear until 61st place. Every single name before hers belongs to a man.
With the bold #61 campaign, Beiersdorf is making a powerful statement, pledging to revolutionize leadership by ensuring that every second top management position is held by a woman.

This work was recognized by Horizont as one of the most important campaigns of 2020.

Agency: Jung von Matt SAGA
Client: Beiersdorf
Role: Copy