Client: Lillet

The spirit industry has a long-standing record of failing to reflect modern women. And so, with the first brand campaign for Lillet in Canada, we wondered what would happen if instead of talking to women, we let her speak instead? Lillet Her Way was a campaign that celebrated women living life their own way. We collaborated with a a community of women to create a zine, a symbol of self-expression and counter culture, to share their stories of pathing their own path in their careers, creativity and life at-large. The entire campaign was built for women, by women. And with a 50%+ lift of Lillet sales at LCBO, she must have worked.

Press: The Message