50% of culinary school graduates are women, but only 7% of head chefs are women.
This number puzzled us so we made a documentary about it. The film digs into the bias that contributes to the statistic and features three women who have worked to overcome the obstacles standing in their way.
A Woman’s Place is a documentary short film was concepted by a small team at Digitas, produced along with Ventureland, Vox Creative and directed by Academy® Award-winner Rayka Zehtabch.
Beyond the film, KitchenAid partnered with the James Bread Foundation to create a mentorship program to help team up those looking to mentor and and those looking for a mentor within the culinary industry. An initiative to help women navigate their careers in culinary and eradicate the statistic.
A Woman’s Place film received many accolades including Brand X Finalist at the Toronto Film Festival in 2021 with a screening at Sundance 2022 and is available on YouTube.
A Woman’s Place, Short Film Documentary
Official Trailer
Hulu Landing Page
Profile Cuts
Case Study
Film Posters
Social Launch
We launched the film on Hulu along with promotional social on the morning of August 24th. On the KitchenAid Instagram, we posted 12 posts that took over the feed of our followers and built the film poster one by one to reveal the film.
Snapshot of launch social stories
Women’s Equality Day Social Posts, August 26th
KitchenAid x James Beard Foundation
Beyond the film, there wasn’t any program in place to continue to help women in culinary. KitchenAid partnered with James Beard Foundation to create the first bespoke, industry-facing mentorship program. This program turns the problematic adage - ‘A woman’s place is in the kitchen’ - on its head, empowering women to reclaim their rightful place
Gold Effie
Positive Change
Tribeca X Finalist
Tribeca Film Festival Screening 2021
Sundance
Brand Storytelling 2022
Art Directors Club / The One Club Bronze Cube
TV/Film/Online Video and Motion Film Documentary
4As Jay Chiat Awards
Silver National Strategy
Bronze Public Relations Strategy
Award Shortlists
Cannes Lions: Film Consumer Durables category
The One Show: Television & VOD Long Form Single
Art Directors Club: Television / Film / Online Video Film Single
Clios: Film Craft Direction
WARC Awards: Effectiveness For Brand Purpose