Driven by grayes

The Driven by Grayes capsule collection.

The Driven by Grayes capsule collection.

Driven by Grayes

Grayes is a Canadian line of classic and cool workwear. Its founder, Stephanie Ray, was looking for an inspired way to reach her target demographic that spends more time in the boardroom than they do on social media or watching tv.

We were challenged to speak to these strong, successful women in a way that would resonate with them, so we developed a multi-platform, integrated campaign that focused on networking, philanthropy, and the promotion of entrepreneurial, business-minded, driven women.

The Concept

We enlisted business leaders Kirstine Stewart – President & CRO of TribalScale, Elena Mayer – President & CEO of Women Who Rock, Laura McGee – Founder & CEO of Diversio, and private capital veteran Michelle Khalili, as Grayes ambassadors. Each worked with Grayes' designers to create custom piece for the capsule collection that embodied their own personal style.

We brought them all together to share their stories, insights and advice at a networking event, and talk to us about what it means to be Driven by Grayes. A portion of sales from the event benefitted a charity of their choice.

The Result

The campaign was positively received, allowing Grayes to tap into each Driven ambassador's network to speak to an audience they has previously struggled to reach.

Driven by Grayes was picked up by: The Kit, Strategy, Novella, Style Democracy, Women of Influence, and Real Style Network, among others.

Role: creative director, naming
Agency: Eighty-Eight