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At Digitas’ NewFronts presentation this year, the agency once again highlighted content developed alongside KitchenAid.
At last year’s NewFronts, Digitas debuted a trailer for a documentary focusing on sexism in the culinary industry, titled A Woman’s Place. In addition to KitchenAid, Digitas worked alongside Ventureland, Vox Creative and director Rayka Zehtabchi on the documentary, which focused on three female chefs’ attempts to break through in a male-dominated field.
The project was noticed by Reese Witherspoon’s media company Hello Sunshine, leading to another partnership where up-and-coming women chefs took center stage.
Eat the Book
Hello Sunshine head of brand partnerships Zoe Fairbourn explained that shared values are a prerequisite for the company’s brand partnerships.
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