50% of culinary school graduates are women, but only 7% of head chefs are women.
This staggering statistic inspired a documentary. A Woman’s Place film digs into the biases that contribute to this statistic, featuring three women who have worked to overcome the obstacles and biases standing in their way.
A Woman’s Place is a documentary short film 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
2020-2021 Hulu Landing Page
Profile Edits
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 uploaded 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
