ADCN Awards
Category
Strategy
Annual ID
ADCN25_A010S
Project Summary
Pink Chip is an index, launched on DEGIRO and pinkchip.org, that proves the power of female leadership by tracking the performance of women-led companies.
Idea
Data shows that companies led by women are more profitable and have better stock price performance when compared with the market average. Yet when companies appoint a female CEO, their share price can drop by 2-3%. Why? Researchers at Harvard said the answer is clear: bias against women.
This bias isn't just a moral failure, it's an economic one. And it's hurting bottom lines. So Pink Chip was launched to help correct this bias, and to give investors a tool to make money while supporting female leaders.
Pink Chip is a weighted index that tracks the performance of women-led, publicly listed companies in the US, and benchmarks them against the S&P500 and other market indicators. Investors can use the index and its accompanying data set to see first hand how much women-led companies outperform the market - giving them the information they need to invest with proof, not bias. By doing so, Pink Chip achieves two goals: moving money towards women leaders while generating returns for investors.
This bias isn't just a moral failure, it's an economic one. And it's hurting bottom lines. So Pink Chip was launched to help correct this bias, and to give investors a tool to make money while supporting female leaders.
Pink Chip is a weighted index that tracks the performance of women-led, publicly listed companies in the US, and benchmarks them against the S&P500 and other market indicators. Investors can use the index and its accompanying data set to see first hand how much women-led companies outperform the market - giving them the information they need to invest with proof, not bias. By doing so, Pink Chip achieves two goals: moving money towards women leaders while generating returns for investors.
Execution
The Pink Chip index was developed using AI name recognition models, and is underpinned by a unique methodology that analyses market capital and revenue growth indicators to rule out “caretaker CEOs” and the glass cliff effect. DEGIRO then enlisted Thematic, an AI-powered investment research platform, to collect the back-end data on which Pink Chip is built.
The index, the companies featured, and the methodology used to create Pink Chip are all freely available on PinkChip.org. Pink Chip is also on DEGIRO, allowing its 2 million + users to compare its success to other indices and invest directly in women-led businesses.
For both platforms, our strategy was to a brand and messaging approach that is deliberately provocative. Our creative choices were guided by the knowledge that our key audience (investors) is male-dominated, and appealing to pathos wouldn't work; we needed instead to have a brand and identity that is bold, unapologetic, and speaks the language of profit.
UN Women NL came on board to further amplify the DEGIRO and pinkchip.org launch, promoting it on their channels and at Euronext - Europe's oldest stock exchange - on International Women's Day in 2024. By promoting the power of female leadership, Pink Chip contributes to the UN’s Sustainable Development Goal 5.5: Ensure women’s equal opportunities for leadership in political, economic and public life - because of this, UN Women NL joined as a launch partner to offer guidance during development and amplify Pink Chip’s message.
The index, the companies featured, and the methodology used to create Pink Chip are all freely available on PinkChip.org. Pink Chip is also on DEGIRO, allowing its 2 million + users to compare its success to other indices and invest directly in women-led businesses.
For both platforms, our strategy was to a brand and messaging approach that is deliberately provocative. Our creative choices were guided by the knowledge that our key audience (investors) is male-dominated, and appealing to pathos wouldn't work; we needed instead to have a brand and identity that is bold, unapologetic, and speaks the language of profit.
UN Women NL came on board to further amplify the DEGIRO and pinkchip.org launch, promoting it on their channels and at Euronext - Europe's oldest stock exchange - on International Women's Day in 2024. By promoting the power of female leadership, Pink Chip contributes to the UN’s Sustainable Development Goal 5.5: Ensure women’s equal opportunities for leadership in political, economic and public life - because of this, UN Women NL joined as a launch partner to offer guidance during development and amplify Pink Chip’s message.
Impact
Within 3 weeks of going live, PinkChip.org attracted 70,000+ investors, and more than 14,500 DEGIRO users invested in Pink Chip companies through the DEGIRO app. The aggregate stock price of Pink Chip companies increased by 6.7% (or $6.2BN), while the index as a whole increased by 9.48%. The project has also been championed by academics who now, for the first time, have an open data-set of female-led companies to use across their research. On top of all this, thanks to the support of UN Women NL and grassroots activists, Pink Chip made over 58m online impressions and reached over 85m people. It was featured in Forbes magazine, Fast Company, InvestmentNews, Bloomberg and more.
As a result of Pink Chip, real investors have invested real money in women-led companies, and the finance community has become acutely aware of how bias against women has been hurting their portfolios.
As a result of Pink Chip, real investors have invested real money in women-led companies, and the finance community has become acutely aware of how bias against women has been hurting their portfolios.
2025 Awards
Total Points: 7
Silver Lamp
Credits
Agency
AKQA / Amsterdam
Client / Brand
Degiro
Music / Sound Production Company
Amp.Amsterdam / Amsterdam
Publisher
Thematic / San Francisco
Chief Marketing Officer
Giscard Monod de Froideville
Creative Director
Grace O'Brien
Designer
Dianne van der Hoeven
Group Creative Director
Evan Dunn
Motion Designer
David Sandberg
Senior Art Director
Samantha Rowlands
Senior Copywriter
Conor Cunniffe
Senior Designer
Emma Nikolovski
Senior Motion Graphics Designer
Cody Rubino
Guilherme Romeiro
Board Member
Claire Nooij
Brand Director
Thijn Hoetjes
Chief Executive Officer
Steven Carpenter
Chief Product Officer
Brian Wey
Content & Marketing Manager
Carlot Verloop
Executive Director, Product and Development
Roujette de Vries
Head Of Music Production
Maik Cox
Managing Director
Chris Henderson
Hannah Shevell
Product Lead
Peter Jansen
Senior Front End Developer
Lu Chang
Viktor Jensen-Torp
Software Engineer
Joe Kromer
Jon Oprey
Kevin Sun
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