Seat at the Table

Ownever is a Portuguese fashion brand founded by women and rooted in the idea of legacy. On International Women’s Day, the brand chose to address gender inequality with a print ad run in major Portuguese newspapers. In the ad, we see a portrait of a board of directors, with all the executives looking straight at the camera: four men and only one woman. But, unlike the men—who are wearing modern business suits—the woman is dressed in clothes from centuries ago. The payoff explains: when it comes to equal pay, women are still centuries behind men. Run in three major Portuguese newspapers, the print ad caught the attention of the media and increased the brand’s website traffic by more than 700%.