A Liberating Campaign for Lingerie Emma's 20th Anniversary
We are celebrating our 20th anniversary this year. 20 years of dressing women in all their facets, as they are, no matter who they are, with a focus on diversity and inclusivity.
In 2024, we reaffirm our commitment to women by encouraging them to shed the invisible and restrictive labels assigned to them.
You’re too old.
You’re too ambitious.
You’re just a stay-at-home mom.
And many more.
These labels are numerous, and it's time to shed them, for ourselves, but also for the women—young and old—who look up to us, those we can inspire with our power of affirmation.
The Faces of the "I am more than" Campaign
Under the slogan "I am more than," our new campaign was created in partnership with Emma Dunn, owner of Lingerie Emma, and 5 featured collaborators.
We're talking about Kim Richardson, Lulu Hughes, Marie-Claude Barrette, Saskia Thuot, and Tyo. Each of them has received a pejorative label during their life.
For Emma, she's too young, too round.
For Kim, she's the woman with the microphone, just a singer.
For Lulu, she's the branded mastectomy, hysterectomy woman.
For Marie-Claude, she's too old.
For Saskia, she's the reductive image of a mother.
And for Tyo, she's the pretty girl.
However, these women are much more than that, and this campaign precisely highlights the 1001 facets that define them.
A Successful 360 Campaign
This 360 campaign includes several initiatives such as outdoor advertising, YouTube capsules, posts on the brand's social media and on the collaborators' social media, and a poignant open letter—a true cry from the heart—that symbolizes the essence of the campaign.
"I am more than" was created with the participation of several key collaborators:
- Andréanne Gauthier for photography
- Alexia Baillargeon for makeup
- Craig Major for styling
The campaign's result is simply breathtaking: powerful images and liberating messages that resonate with all women.
A Resonating Launch and a Participatory Movement
Launched with great fanfare on February 6, 2024, the "I am more than" campaign immediately captured the attention of Lingerie Emma's customers and followers, as well as journalists and the media.
But this campaign is anything but a monologue.
It's a participatory approach that invites all wrongly labeled women to speak up and share their stories.
Hundreds of women across the province shared their experiences on Facebook and Instagram from the launch, alongside Emma, Kim, Lulu, Marie-Claude, Saskia, and Tyo, joining the movement with the hashtag #JeSuisPlusQue (I am more than), specially designed for the campaign.
With this keyword, they affirmed in the comments that they were more than their labels, generating emotional and motivating testimonies, such as:
I am more than the girl who is always smiling.
I am more than a powerful voice in a robust body.
I am more than the confidante.
I am more than an anorexic.
"I am more than" is not just a campaign; it's a movement of affirmation and liberation for women.
For a Future Beyond Invisible Labels
Our mission is far from over. We will continue to inspire women, today and tomorrow.
And together, we will redefine the 21st-century woman and build a future where each of us wakes up in the morning knowing that she is much more than what society imposes on her.
