Rodebjer has conscious, driven women with the courage to both fail and succeed as the main source of inspiration. Rodebjer is by and for independent women.  Rodebjer wanted to convey this which resulted in the I AM campaign.
I AM turns the spotlight on women who make a difference. The first chapter is fronted by Danica Kragic, robotics scientist and professor in Computer Science at the Royal Institute of Technology in Stockholm. The campaign shows the strength of multifaceted personalities, and the importance of being allowed to access all versions of oneself.
The campaign launched by premiering the film with Danica at the Rodebjer flagship store followed by a flash mob of 30 women, who represent the Rodebjer woman, walking around wearing T-shirts with bold words from the Rodebjer I AM campaign message printed across the front. It was the visual realization of what the brand stood for, in real life and on film.
 
I developed the creative concept on which the I AM initiative was built.

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