PROJECT OVERVIEW
Using bots to take aim at societal taboos
As part of their national advertising campaign, #HowBoldAreYou, Chico’s wanted to challenge the societal taboo faced by women; age. Rather than be something to hide, Chico’s wanted to empower women to boldly show off their age.
Using Messenger, Chico’s extended their message of age-positivity and celebration into a social rallying cry that encouraged women around the country to embrace a bold new attitude and wear their age with pride – both online and through their clothing.