The Brief

Around 25 million smallholder farmers produce 80% of the world’s coffee. And on these small, family run farms it is women who carry out most of the work – from caring for the plants to harvesting and sorting the crop.

Yet, in most countries that rely heavily on agriculture, more work does not equal more pay, rights or resources for women. In fact, women are rarely land-owners, they are not typically included in decision making at a business, community or even household level and often they cannot access the training and tools needed to improve their productivity.

Create a video for International Women’s Day to celebrate the women from a Peruvian coffee collective.

The Creative

We collaborated with Italian artist Giulia Bernardelli (over 100K Instagram followers) to create portraits of the women from the coffee collective using the very coffee they had grown. The film and subsequent imagery was then shared on her Instagram grid and built into a microsite that told the ‘story of coffee’.

The Results

The Campaign was featured in The Telegraph newspaper as part of a piece on sustainability and women’s role in agriculture for International Women’s Day.