#BEYOUGIRL

Girls’ self-esteem peaks at age nine. But imagine a society where girls grow up with endless self-confidence, self-esteem and pride in their diversity. Art & Science are very proud to have contributed to this worthwhile effort by retail property owner Morguard.

The nationwide BeYou campaign was brought to life in 20 shopping centres across Canada. We developed the campaign website, giving each shopping centre access to their own event calendar. And we developed some unique, in-mall experiences designed to increase the self-esteem and self-expression of young females.

Results

Participation of 20 Morguard shopping centres across Canada
1,586 "jump" photos taken
412 promises made
2 industry awards

Jump and be you!

Imagine jumping in the air and not smiling! Our Jump Wall encouraged girls to celebrate “being you” by jumping up in front of a branded BeYou backdrop and having the moment captured by a professional photographer.

Our custom software automatically cropped the photo, branded it with the shopping centre’s logo, and returned a unique code to the photographer. By texting her unique code to a certain phone number, participants were able to download and keep their photo, and share it with others on social media.

Promise to make a difference

Imagine turning the corner in a mall and coming upon an endless stream of promises that girls across the country are making to themselves and others. The BeYou Promise Wall let any girl with a smartphone answer few simple questions to help them select one of our pre-written promises.

Girls could further personalize their promise by selecting a colour and adding their initials before “swiping” it toward the Promise Wall where it would magically appear along with all the other promises being made across the country.

Campaign website

Serving as the digital “hub” for the campaign, the BeYou website provided a calendar of various in-store events, inspirational messages from the campaign ambassadors, an embedded version of the Promise Wall, and other facts and stories related to the campaign.

Responsive and accessible, the BeYou site was designed to look good on any device while meeting accessibility guidelines.

Results

Overall, Morguard considered the campaign a big success, and we’re planning to help them develop a bigger and better rollout next year!

1,586 “jump” photos taken
412 promises made
2 industry awards

Have a project you'd like to discuss?

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#BEYOUGIRL

Results

Jump and be you!

Promise to make a difference

Campaign website

Results

Have a project you'd like to discuss?

More Work

RULE NO. 4

Everything is a Hypothesis

#BEYOUGIRL

Results

Jump and be you!

Promise to make a difference

Campaign website

Results

Have a project you'd like to discuss?

More Work

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RULE NO. 4

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