Women of Strength
What if we could find a famously strong and stylish woman to perfectly represent the new direction of the Pirelli calendar?
The world famous Pirelli Calendar was given a new twist in 2016. Created by celebrated American photographer, Annie Leibovitz, it features 13 women of outstanding professional, social, cultural, sporting and artistic accomplishment, from actress and UNHCR Goodwill Ambassador Yao Chen, to tennis champion Serena Williams.
None of the women featured were contracted to attend the launch gala, so our challenge was to secure a stellar host, as well as behind the scenes features that would build excitement for the event.
We launched the 2016 calendar at The Roundhouse hosted by Australian actress Cate Blanchett. We also negotiated a front page and five page exclusive with The Times before the launch, creating anticipation. The event received blanket coverage in all key UK and international publications, making Pirelli more famous than ever.