We Dare You
Wellness Campaign
Client:
We Dare You
Year:
2023
Challenging the misconceptions surrounding midlife women and exercise. Debunking the myth that midlife means slowing down.
Spotlighting vibrant, active women who defy stereotypes and inspire others to prioritize fitness at any age.
Project Description
This bold, empowering campaign was created to challenge outdated narratives around midlife women and movement. Too often, midlife is framed as a time of slowing down - 'We Dare You' flips that script.
Our brief was to debunk the myth that strength, energy and ambition fades with age. Instead, we celebrated the power, confidence and drive of midlife women by spotlighting vibrant, active women who defy stereotypes and inspire others to prioritise fitness at any age.
Credits
Creative Lead
:
Ciara Mordaunt
Director & Photographer
:
Sean Lyons & Jay Chow
Art Director
:
Caitlin Tisdell
Creative copy
:
Kate Nesta
