Creative concept
Automotive
Client : Peugeot
Creative Team : Thomas Grandperret, Angélique Wages & James Watkins
Creative Director : Rémi Jamin
During the festive season of 2022, we crafted a groundbreaking campaign for Peugeot that not only celebrated their miniature car models but also challenged deep-seated gender norms. Inspired by studies showing how gender-specific toys can shape children's perceptions and abilities into adulthood—particularly the notion that cars are predominantly for boys, which can deter women's confidence in driving as adults—we launched "Girls Like Cars Too."
This initiative was a call to action, encouraging little girls who received traditional "girls' toys" for Christmas to exchange them for Peugeot miniature cars. The goal was to dismantle stereotypes and foster a more inclusive perspective on play, showing that interests in cars and driving are not confined by gender.
The toys collected through this exchange were then donated to charities, ensuring they reached children in need, thus spreading joy and challenging stereotypes simultaneously. The campaign was not only a celebration of inclusivity but also an effort to contribute positively to the community.
"Girls Like Cars Too" received widespread acclaim for its innovative approach to challenging gender norms and promoting inclusivity. The campaign was featured in various media outlets and was honored as "Campaign of the Week" by AdWeek shortly after its launch, highlighting its impact and the conversation it sparked about gender equality in play and beyond.