That Lady Thing is a digital and experiential activation born on International Women’s Day at the agency Eleven. My team of seven women (and one enthusiastic male ally), conceived a fictitious place—at the time called The Lady Factory—that borrowed from the trend of pop-up selfie museums, but instead of candy and confetti, we embedded our backdrops and installations with messages about the wage gap, gender bias, women in leadership, and objectification. Styling itself as “part speakeasy, part speak out”, ours is pop-up with purpose.
After a one-night activation, the outreach from women, press, and brands inspired us to make the thing real so we designed more wallpapers, built better exhibits, recruited sponsors, and aligned with the National Women’s Law Center to raise money for work that serves women in the workplace and the world.
In August 2018, we popped up in San Francisco and hosted 1500 women and attracted press attention—both traditional and influencer—that reached over 116,000,000 viewers. Check out the stories in Artnet, The Guardian, Eventbrite, The SF Chronicle, 7x7, Brit+Co, Rue Magazine, and OMG, even The Beeb.
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