Neely Air’s 2012 play on J. Howard Miller’s iconic “We Can Do it” poster, originally created for the Westinghouse Company’s War Production Coordinating Committee, puts a 21st century spin on the cruel realities of a post-feminist society. Of course “We Can Do it!” We always could. But doesn’t it take a really strong woman to accept that we can’t do everything at once, boldly state that we won’t be taken advantage of, commit to speaking up and being heard, and with bird proudly flipped declare, “We Can’t Do It Anymore!”?
what we did
- Vision + Concept + Strategy
- Art Direction
- Design + Execution
why it mattered
Though our “Rosie Unriveted: We Can’t Do It Anymore” creative launched nearly six years ago, the events of 2016 and beyond saw our message deeply resonate and connect with legions of women all over the world. They adopted and carried our remix with them at women’s marches all over the country, and spread the message online in digital form across all social media channels in connection with the #ladiesrevengeclub, #metoo, #timesup, and #rosearmy movements.
Flattering Words From
What better way to show that special lady how amazing she is than busting out the ol’ credit card and buying her something fancy? If you do happen to find yourself on that path, here are a few humble suggestions: Rosie Unriveted: Tie on your ol’ bandanny and flip society’s expectations the bird with this modern take on the classic image. Point to it wordlessly next time you’re asked to both bring home the bacon and fry it up in the pan.