Jewelry retailer Pandora is celebrating the connections women share when they support and empower each other through three short films directed by documentarian and journalist Irene Baque, who specializes in telling the stories of underrepresented communities.
Each of the short films focuses on a group of women who have come together with a common interest and expresses how those experiences have helped them grow and evolve. One film, for instance, tells the story of four generations of women from the same family who have grown closer through their shared struggles of motherhood. The two other films showcase Creole Cuts, a collective of DJs and creatives coming together to celebrate their shared Caribbean heritage, and Bluetits, a group of 15 women of different ages and backgrounds united through their love of wild swimming.
The films use a relaxed style to tell the stories as the women explain what brought them together and how their experiences have led to mutual understanding and empowerment. In the “Four Generations” film, for instance, the women express the universal feelings that come with bringing families together to share their heritage and backgrounds. “Being a mum in Africa, which is different than being a mother here in Europe; it was very difficult for me to manage on my own,” says the eldest mother.
“Irene wanted to uncover the different ‘something’ about each of these women and their sisterhoods that makes them unique,” said Karen Chisholm, Pandora’s Senior Vice President of Marketing. “Each collective highlights how women experience the world differently, yet all find support, joy and empowerment in their sisterhoods.”
Collectively, the films reinforce Pandora’s brand platform to reinforce the ideas of self-expression, creativity, and connection, Chisholm said. “Our Sisterhood is another expression of this purpose as it presents a group of strong, authentic voices and explores what sisterhood means for women at different life stages,” Chisholm said. “We want audiences focused primarily on the film’s messages of universal sisterhood versus any sort of product push.”
The films will begin streaming on YouTube on Monday, March 8, which is International Women’s Day. To amplify the message, Pandora has enlisted a number of social media influencers who will use the day to speak about what sisterhood means to them, using the brand’s #VoicesofPandora hashtag. These influencers will encourage their followers to do the same.
The Sisterhood Series campaign is part of the brand’s larger efforts to empower women to voice who they are and celebrate the ties that bring them together, Chisholm said. In addition, Pandora is continuing its global partnership with UNICEF, unveiling a charm from which sales will raise funds in support of the organization’s to empower children around the world, particularly young girls, to fulfill their potential.
