JD Williams / We See You

Midlife women often feel invisible and overlooked. By society and by brands. 

It’s ironic, given that this audience has a unique ‘give a f*ck’ attitude and a zest for living their best lives.

The We See You platform was designed to reflect how they see themselves: bold, rebellious and far from ready to settle down or blend into the background.

Through-the-line work was super-charged by earned activations such as ‘MILF’ which reclaimed the previously-derogatory term and put it back in the hands women as a celebration of midlife self-confidence and sexuality.