Vice has a new web series highlighting women who refuse to let their gender keep them out of male-dominated industries. The digital media company, which will soon have its own linear TV show thanks to A&E, released the series A Day With on November 19, 2015, on its female-centric digital network Broadly.
Vice partnered with consumer goods company Unilever to sponsor A Day With. Each episode of the branded web series features women in roles and workplaces traditionally saved for men. In the debut episode of A Day With, viewers are introduced to Denisse Aranda, a Venezuelan woman who loves sports cars and who works as one of NASA’s top engineers.
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“At Broadly, we’re committed to covering issues that our audience cares about, from their point of view,” said creative director Amel Monsur, as reported by Adweek. “Our new profile series, A Day With, does just that, spotlighting the unsung yet inspiring women from all over the world who navigate not only their careers, but everything in life with purpose.”
As part of its multi-year partnership with Unilever, Vice’s in-house agency Virtue Worldwide teamed with the corporation to create a campaign surrounding Unilever’s TRESemmé hair products brand. The campaign, dubbed “TRESemmé Guide to Power Posing,” instructs women on how to strike power poses like “The Wing” or “The Commander-in-Chief” to boost their confidence at work. The TRESemmé campaign will run as a pre-roll ad on A Day With.
“TRESemmé believes that Broadly can drive purposeful and authentic conversations with our consumers, particularly the community of young women who now engage with content that focuses on what matters most to them,” explained Rob Candelino, VP of Marketing at Unilever. “That includes having the confidence and presence to succeed in the workplace.”
Vice originally announced Broadly back in February 2015. The media company, known for its audacious reporting aimed at millennials, then launched the female-skewing network in August. Adweek reports Broadly’s launch was the “most successful” out of all 11 networks Vice has launched over the years, even beating out the popular Vice News network.
