Cause-Based Activation


The Brief

ITB worked with Lindex to identify and secure talent active in philanthropic work outside the world of modelling for its online print and TVC campaign.


The Casting

Steering clear from traditional A-list actress endorsements and staying true to Lindex's belief that beauty comes from what you do not just how you look, ITB cast Christy Burlington Burns, Liya Kebede and Toni Garrn as Lindex’s ‘#Superrolemodel’.

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The Social Commitments

Christy, Liya and Toni are well-known, established models with a social commitment, primarily focused on motherhood and children. The organisations that they are engaged in are Every Mother Counts, Liya Kebede Foundation and Plan International-Because I am a Girl.


Charity T-Shirts

To support their commitment, Lindex sold #superrolemodel tshirts in a limited edition run from which all profits were donated to each of these women’s organisations.