Gucci approached freuds with the aim of amplifying and supporting their Campaign for girls’ and women’s empowerment, Chime for Change. They wanted a long-term partner to promote the campaign across multiple geographies, and specifically to support The Sound Of Change Live, a concert event to drive awareness and funds towards the campaign.
The concert event was announced in March 2013 and freuds organized and amplified the ticket sales release and media accreditation. Over the next two months, features and interviews were secured for performers and campaigners across national and international publications and broadcasters, including Cameron Diaz and Kylie Minogue.
The concert at Twickenham in June 2013 was attended by over 50,000 people, and was watched by a further One Billion around the world, raising over $4 million dollars, securing Gucci’s place as a leader of women’s rights campaigning.