Selected Work
In over one-third of countries worldwide, laws still exist that prohibit women from doing things men are allowed to do—laws that restrict women’s career choices and dictate how they should look and behave. This shows that even today, women are denied the same professional and personal freedoms as men across the globe.
The feminist beer brand Muschicraft—translating to “Pussy Power”— stepped up to the spotlight and challenged these deeply rooted gender injustices with a beer. A beer that breaks the laws in over 50 countries, simply because it’s made by women.
The Most Illegal Beer generated organic buzz across the globe, earning media coverage and sparking discussions—even in countries with laws broken by the beer, such as Russia, China, Italy, Uruguay, the USA, and Ukraine.
1.68B+ global reach
€3.4M+ in earned media
+4000% increase in brand mentions
+1571% rise in social engagement
+290% increase in online conversations about unequal laws
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