GUCCI | CHIME FOR CHANGE 10

Evolving Gucci’s campaign for gender equality to reflect a decade of change.

When Gucci launched its Chime for Change charity in 2013, its mission was to fight for equality for women and girls, all around the world. Ten years on and, despite the progress that has been made, that core mission hasn’t changed - even though the world around it has. For Chime’s 10th anniversary, Gucci wanted to refresh the charity’s positioning, staying true to its founding ethos while addressing the urgent needs of marginalised groups. I wrote the lead campaign message, ‘We chime as one’ and the renewed Chime for Change manifesto for a campaign which gave rise to a series of 35 films by director Sharmeen Obaid Chinoy.