Everybody knows Damm. We drink its beer and dream of living summers like the ones they show us in their ads. But very few know what’s behind the brand. Or rather, who works to make Damm a reference point throughout the world.
Usually and mistakenly, we tend to think that beer consumption is predominantly a male activity. As a result, many people picture a giant factory where men are producing thousands of barrels of beer. You couldn’t be more wrong.
Firstly, Damn isn’t solely a brewer, they also produce other beverages, such as water, teas and dairy products. And, because of this misconception, we’re not considering one of the most essential pieces of the company: all the women who work there.
In honour of International Women’s Day 2019, Damm wanted to raise awareness among its stakeholders with a new campaign designed to recognise the important and essential role that women play in their company. In the midst of implementing their plan to tackle equality, which was being carried out so that their workers can live in a more egalitarian world, they faced a triple challenge: how could they raise awareness, whilst keeping with the company’s history, and be creative at the same time?
| Life, strength, confidence, energy, passion… were the elements that we wanted to communicate
To decipher what we wanted to explain, we first had to ask ourselves the right questions:
- How have attitudes towards equality in the workplace evolved?
- How have we advanced?
- What have you noticed as time has gone by?
- What still needs to be done?
We realised that we wanted our proposal to answer these questions through real testimonies, which would offer a true and emotional point of view.
| The people who make up Damm, our main source of inspiration
Former employees explain how the working environment was for women when they worked at the company, and how social change meant that women could adopt and occupy new roles. Without them knowing, their testimony was heard by the company’s current employees, who later joined the group of veterans to exchange opinions and reflections. With both groups dreaming of an egalitarian future, the campaign’s motto was created: ‘We have achieved many milestones, but we still have a long way to go. Let’s do it together.’