Inspired by the fact that women in senior leadership positions make companies more profitable, State Street Global Advisors created an investment fund tracking US companies with a high-proportion of women in senior positions – the SHE ETF Fund. To launch the fund, they asked McCann New York to demonstrate the power of women in leadership.
With female empowerment taking place across culture and society, it was clear that the creative idea should aim to become a part of this paradigm shift. The creative team–led by art director Lizzie Wilson and copywriter Tali Gumbiner–decided to take a combative approach to one of the symbols of male dominance in the financial sector, Arturo Di Modica’s 1989 Charging Bull statue in Wall Street. As Wilson explains, “The bull is incredibly masculine, it is everything that is Wall Street. It symbolises the main people in the workforce; it’s very male-centric.”