ABOUT

Name a female explorer. Tough, right?

That’s not because pioneering women didn’t exist. It’s just that history tends to focus on the men.

This campaign set out to right that wrong.

Women With Altitude turned the launch of the OnePlus 13 smartphone into a campaign that shone a spotlight on female explorers past and present, all while showcasing the incredible tech features of the device.

Beyond its positive cultural impact, the campaign delivered on its commercial objectives, driving 41,000 people to the OnePlus e-commerce site and helping to make OnePlus 13 the brand's most successful flagship smartphone launch to date.

BRIEF
Build positive brand fame for the OnePlus 13 in mainstream media, get people to visit the OnePlus 13 product e-commerce page and ultimately, drive sales of this flagship OnePlus handset.

CREATIVE
We dove into the history books and unearthed Dorothy Pilley, a mountaineer of the 1920s who dared to scale Europe’s greatest peaks in an era where that was strictly a male pursuit.


But how do you make a woman from a century ago relevant today? Enter our trio of modern explorers; Elise Wortley, Edurne Pasaban, and Lotta Hintsa. Covering three key markets (UK,
Spain, and Finland) these modern-day globetrotters were all doing their part to put female explorers on the map.

To link past and present we worked with Elise, Edurne and Lotta to recreate one of Pilley’s most famous expeditions. Her epic 1922 trek through Corsica. In 2025, these intrepid women would be doing it supported by the OnePlus 13. Not only would the phone become a vital tool for the trio - route plotting, AI assistance, all in a weatherproof and durable body - the device would be used to document the journey, sharing their story - and Dorothy’s - with the world.

RESULTS AND EFFECTIVENESS

Instead of banging the same tired drum about specs and screens, we turned the OnePlus 13 launch into an opportunity to tap into something bigger. In doing so, we went beyond a ‘product launch’ to have genuine cultural impact.

Plus, in an era of lazy IWD social posts, OnePlus did something that actually mattered: funding and platforming three extraordinary women who were rewriting the rules of adventure.

This was earned media at its boldest, not just ’boosting awareness’, but shifting perception. A campaign with a legacy stretching far beyond a single device launch.

- 41,000 visitors went directly to the OnePlus 13 purchase page
- The traffic came entirely from the UK, Spain, Italy which were all focus markets for the Women with Altitude campaign
- 162 piece of top tier, editorial coverage across thirteen markets, with a reach in excess of 160 million