H&M Foundation:
Foundation 500

Foundation 500 was created during my tenure at Swedish agency Volontaire for client H&M Foundation. The creative idea was the result of close collaboration with copywriter Kalle Åkestam, Art Director Johan Gustafsson, Planner Joakim Runesson and myself as PR-Creative. Foundation 500 features women who became entrepreneurs and business leaders in a world where women are consistently refused the same access to education, financial service and bank loans as men. Therefore, these 500 business leaders are also 500 stories about life-changing bravery, independence, role models and gender equality. 

The project was created to highlight the result of H&M Foundation’s work within the field of female empowerment together with Dutch non-governmental organization CARE. It received global media coverage by outlets such as Reuters, Business Insider, New York Times, Politico and Yahoo Finance. The hero portraits of women was shot by renowned photographer Malin Fezehai.

Foundation 500 was shortlisted in the Glass category at Eurobest, got a Webby Award’s Honoree for “Best Use of Photography”, received a diploma in Swedish award show Guldägget (golden egg), and grabbed the 2nd spot in Swedish effectiveness award 100-wattaren. Another State coded the site.