Scope
Concept, Ideation, Art Direction, Set Design, Typography, Photo and film production
Monkifesto
Campaign for Monki’s 10th Anniversary
A campaign created for Swedish fashion brand Monki to celebrate and empower women through 10 bold statements. Monki is a global fashion brand for women, owned by H&M. Since its founding in 2006, empowering women has been a core part of the Monki DNA. To mark their 10th anniversary, they wanted to highlight this commitment in a powerful way — by launching a campaign built around one meaningful statement for each year of the brand’s existence.
Monkifesto is a bold, value-driven campaign created to empower women around the world. It featured 10 powerful statements delivered by 10 brilliant and edgy women — including Kiran Gandhi, Karley Sciortino, Rita Popova, and others. The campaign tackled topics often left unspoken:
It’s OK to masturbate (we all do it). It should be OK to be gay or transgender. It’s normal — painful and messy — to have your period. It’s OK to be a drama queen.
Each message was designed to challenge stigma and encourage Monki’s audience to believe in themselves and follow their own path. The deliverables included a full communication concept, creative direction (in collaboration with Monki), and production of both photo and film content. The campaign was rolled out across Europe and Asia in more than 13 countries.
The ambassadors and their statements became the core of the campaign’s visual identity. All set design and typography were created by hand — painted on banners, flags, and signs — giving the campaign a raw, personal, and activist feel.
Credits
Created at SNASK
Photography: Arvida Byström
Make up & hair: Viktoria Sörensdotter
