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In 2019, Old Navy sought to deepen connections with customers who share its core values around International Women’s Day. With an executive leadership team whose majority is female, Old Navy knows the power of women. Such an environment, however, is not the reality most women face.
The goal was to participate in the cultural conversation of International Women’s Day with a multi-city, cut-through activation that championed women’s empowerment while authentically reflecting the brand’s DNA.
Our strategy to create a campaign to inspire girls and women not only to break through the glass ceiling, but to shatter it. The SKY’S THE LIMIT initiative was born, and PMG was tasked with using media and activations to support and amplify.
Old Navy spread sky-high words of empowerment throughout Los Angeles, San Francisco and New York City with the help of professional skytypers. The SKY’S THE LIMIT campaign encouraged women and girls to look up and be inspired, not only on International Women’s Day, but every day with empowering sky messages like “SHATTER THE CEILING,” “WOMEN’S DAY EVERY DAY,” and “THE FUTURE IS FEARLESS,” among others.
In addition to a partnership with the nation’s only female professional skytyper, Suzanne-Asbury Oliver, Old Navy also partnered with actress Lana Condor. The #skysthelimit message was further supported with a robust influencer program with over 55 creators and custom Facebook Story filters to engage fans across the country and encourage social conversation around the impactful day.
The experiential component was supported with influencer marketing, social amplification and digital editorial extensions, including podcast integrations and a custom editorial titled “Creating A Culture of Empowerment” spotlighting Old Navy CMO Jamie Gersch.