We wanted to tell an authentic story about identity. About finding yourself. To tell the story we found the very person to do so. Jamie Rains had gone through the ultimate search to find his true self. A self which needed a gender transformation. A very personal and beautiful story. We wanted to show his journey in order to, in a very emotional and visual way, captivate and leverage the core of the message finding yourself. Find Yourself is the emotional story about identity staring trans gender Jamie Rains. Besides modeling, Miinto and Jamie created a very successful partnership with Miinto taking in Jamie’s fashion collection, True To Me, which celebrates and tells the story of finding yourself. Revenue went to support the LGBT community.

A frontloaded campaign with a focus on the Find Yourself hero film supported by supporting social media content, PR and OOH elements.

Timeline: September 2017

Placement: Facebook, YouTube, miinto.com, various contextual digital placements and OOH

A platform and a voice in the highly cluttered fashion scene. A 4.5 m+ in reach. A strong emotional connection with the audience. A social media engagement of 22 k+. Furthermore Find Yourself generated an emotional and financial support to the LGBT community.