top of page
A Woman's Place
Despite the fact that in the United States, women make up over half of all culinary school graduates, women only account for 7% of head chefs and restaurateurs. In March 2019, Digitas was given the task to tell a meaningful story for our clients and this statistic was the touchstone for what has become A Woman's Place.
Directed by Academy Award-winner Rayka Zehtabchi, A Woman's Place is a documentary short film that gives an inside look at the culinary world through the eyes of three women: Karyn Tomlinson, Etana Diaz & Marielle Fabie. As each woman reflects on the biases and sexism that she faced at the beginning of their career, their stories seem to echo one another. We also get to witness glimpses of their dark past intertwined with the brightest moments of their careers. Each woman carved out a place for herself in the industry — not just as a woman, but as a butcher, chef, and restaurateur.
Tribeca Brand X Finalist
Tribeca Film Festival 2021
Sundance Film Festival
Official Brand Storytelling Selection 2022
Art Directors Club / The One Club Bronze Cube
TV/Film/Online Video and Motion Film Documentary
4A's Jay Chiat Awards
National Strategy - Silver
Public Relations Strategy - Bronze
Effie Awards
Social Good: Brands - Gold
Vimeo Staff Pick Best of the Year 2021
London International Awards
Branded Entertainment: Documentary Short Film - Bronze
Branded Entertainment: Social Awareness - Bronze
TV/Cinema: Branded Content - Silver
TV/Cinema: Corporate Image/Social Awareness - Bronze
TV/Cinema: Home Furnishings/Appliances - Silver
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
Official Sundance Film Festival Brand Storytelling Selection
Film Posters
Film Trailer
In-Feed Launch Takeover
Hulu Landing Page
Full Film
Woman's Equality Day
A Woman's Place premiered on August 24, 2020, two days before the 100 year anniversary of the passing of the 19th Amendment, guaranteeing and protecting women's constitutional right to vote. To celebrate Women's Equality Day and the premiere of the film, we created social posts acknowledging the women who continue to fight for equality in and out of the kitchen.
Film Trivia Instagram Story
Nominating Women in Culinary
#CulinaryEquality Spotlights
After encouraging our audience to nominate women in the culinary industry and women-led restaurants that deserve a spotlight, we showcased those nominations on KitchenAid's Instagram via in-feed and stories.
Eater Chorus Article
Collaborated with Vox Creative on an advertising content article for Eater.com
KitchenAid x James Beard Foundation
Beyond the film, KitchenAid partnered with the James Beard Foundation to create a mentorship program to help team up established chefs with culinary newcomers.
On production in Dassel, Minnesota.
By The Numbers
International Womens Day
Bringing It All Together
Nearly a year after the film's release, we relaunched the program with a social campaign bringing together the film and the mentorship. Viewers were given ways to get involved with the program and were encouraged to watch the film on YouTube.
Meet the Mentors
Screen Shot 2021-04-19 at 12.47.12 AM
Screen Shot 2021-06-03 at 1.37.40 PM
Screen Shot 2021-06-03 at 1.38.19 PM
Screen Shot 2021-04-19 at 12.47.12 AM
1/3
Meet the Mentees
Where Are They Now
Mentorship Impact
Woman's Place Wednesday
To further encouraging engagement and support for women-led restaurants and A Woman's Place, we created a social series based on the #womancrushwednesday trend.
Week 1: Film Discussion Guide
Week 2: Influencer UGC
Week 3: Restaurant Highlight
Week 3: Social Engagement
Week 4: Show Us Your Order
Week 4: Influencer UGC
Tribeca Film Festival
In addition to being a finalist in the Tribeca Film Festival Brand X Category, KitchenAid hosted an event during the festival that included a screening of A Woman's Place, a panel discussion, and a reception featuring a menu curated by Chefs Karyn Tomlinson & Camille Becerra.
Menu & Take-Away
Panelist Story
Event Snapshots
Variety Magazine
Tribeca Sizzle Video
Awards Case Study
bottom of page