Pay With Change

On the 58th anniversary of its first print issue, Sports Illustrated Swimsuit (SI Swimsuit) announced a new advertising mandate: Only brands helping drive gender equality forward can be featured in the magazine’s annual print issue and across its digital channels. Insert: Pay With Change, the first-ever media buy paid for with change, not money.

SI Swimsuit, an analog publication with outdated perceptions, desired to evolve its brand and community to showcase their commitment to pushing women’s equity forward. SI Swimsuit was looking for a brand act that evolved their story and created a lasting impact for women.

We worked with SI Swimsuit to announce the Pay With Change initiative through a multi-channel communications approach. This execution strategy was anchored in an anthem video, plus channel takeover, print, OOH, social, plus support from past SI cover girls like Chrissy Teigen.