We Call Her Bold is a campaign created for the L'Oréal brief for D&AD that reclaims the negative language historically used against ambitious women. Throughout history, women who challenged expectations were often labelled aggressive, emotional, bossy, or too much — words used not only to describe behaviour, but to question female confidence, authority and ambition. Through a series of posters, social media content, ambient installations and digital applications, the campaign reframes these labels as boldness by pairing them with the achievements of influential women such as Serena Williams, Greta Thunberg, Marie Curie and Joan of Arc. The project positions beauty not as perfection or likability, but as confidence, power and the courage to change the world.