Creative in association withGear Seven

The&Partnership's New Campaign for Chico's Asks #HowBoldAreYou

Advertising Agency
London, UK
Campaign for specialty retailer encourages women to embrace their experiences and their desire for style at every age
The&Partnership and Chico’s announce the launch of #HowBoldAreYou, a US-based campaign which emboldens women to embrace everything that is fun, fabulous and fearless about them, including their age.

The&Partnership and their media company m/SIX, created #HowBoldAreYou as part of an overall refresh of the Chico’s brand to refine its positioning, messaging, experience and products to help Chico’s customers celebrate every moment of their lives with styles that encourage her to grow bolder as they grow older. Through the new campaign The&Partnership and Chico’s are encouraging women to define their number instead of letting their number define them.

“The feminine voice and perspective has never been louder, bolder or more important.  We felt it was time to break through one of the ‘last taboos’, especially when it comes to the way society perceives women ‘of a certain age’,” comments Shobha Siaram, Chief Strategy Officer, The&Partnership. “We are encouraged to be anything in the world we want to be... as long as it’s not ‘old’. This campaign is about resetting the way women feel about their age; about us growing bolder and older.”

In speaking to women for two years, Chico’s discovered that most of the women interviewed don’t feel middle aged and don’t define themselves by age. Many embrace and embody a fun, fabulous, fearlessly spirited attitude, often reflected in the clothes they choose to wear. 

“Women are fabulous at every age,” comments Shelagh Stoneham, Chico’s Senior Vice President of Marketing, “They are allowed to celebrate every milestone in their lives, accomplish new goals, change careers, wear bright colors and prints, and blow out 50 birthday candles with a prideful smile. It’s great to be 20, but it’s also great to be 62 or 43 or 51 and that’s the message we want to share through this new campaign.”

As part of the campaign, The&Partnership conceptualised t-shirts emblazoned with a number that reflects the wearer’s age and will encourage her to post it on her social channels, with the goal of inspiring women everywhere to join the movement together in growing both bolder as they grow older. An accompanying anthem video celebrates these women, featuring some of Chico’s latest styles, in a variety of lively settings.

#HowBoldAreYou kicks off with a comprehensive media program that pairs traditional media with high-performing one-to-one digital advertising and custom editorial activations with partners including Meredith Digital, HGTV and O, The Oprah Magazine.  Designed to connect the brand with new and existing shoppers, the campaign incorporates a highly accountable media mix with an emphasis on driving meaningful and measurable business results.  Key campaign elements include addressable and connected TV, print, out-of-home, social, display, shoppable rich media ads and location-based mobile marketing.

The campaign is being launched in connection with Chico’s first full season of updated product styles and silhouettes under Chico’s  President, Diane Ellis.
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