Kaboom Challenges Gender Stereotypes with Brawny

In celebration of International Women’s Day, Brawny paper towels brand is highlighting inspiring stories of four women from traditionally male-dominated professions who have overcome adversity and are empowering others through their accomplishments. Produced by kaboom and directed by ricki+annie, the #StrengthHasNoGender campaign, via agency Cutwater, features real women who are challenging gender stereotypes.

The #StrengthHasNoGender videos were produced by woman-owned kaboom productions and directed by the Emmy-nominated duo of Ricki Stern and Annie Sundberg (ricki+annie), with over two dozen women in key production roles bringing these docu-stories to life.

According to annie, “We hope that these spots will make people think about their own definitions of strength, of what guides them and pushes them to be their best selves. There’s a palpable excitement in filming with real people who are unrehearsed, who are authentic, and who inspire us with how they face their challenges. We hope that this campaign connects more people with the strength in each of these women’s stories. They are amazing, accomplished individuals and we hope people are just as energized and inspired by their journeys as we were during the making of these spots.”

“What was interesting and surprising to me,” adds ricki, “was that all the women we interviewed, despite the broad spectrum of careers they have, were all raised without a sense of any gender divide. There was never a thought that they could not do something because they were girls. Hence their career paths were propelled by passion rather than having to overcome any perceived gender divide. An inner strength is matched with a humble quality about their accomplishments – the hope is that whatever success they've achieved will inspire the next generation of young women.”

Read more about the project in Little Black Book.