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Women are constantly being told to push for more and metaphorically break the glass ceiling. ADP wanted to give women (and South by Southwest festivalgoers in general) the chance to actually break that ceiling, letting out the frustration and rage that comes along with the nonstop hustle to gain equal treatment in the workplace.

So, for its first activation at SXSW, the company created an immersive experience, along with Havas in New York, for attendees to literally break barriers. Not only did they get to break a glass ceiling, but also smash a piggy bank for wage inequality, shatter clocks in the name of the work-life balance and channel their inner Office Space by breaking outdated technology like typewriters, old phones and fax machines.

“ADP is envisioning a future workplace where people can do great work without barriers,” said Lorraine Barber-Miller, svp and CMO at ADP. “Even though we’ve made progress, we still believe there are barriers that we still need to take down.”

The company estimates roughly 1,000 attendees went through the space during the three days it was up at SXSW.

Last Friday, ADP,  which is celebrating its 70th anniversary, unveiled a new campaign and tagline, “Always Designing for People,” as well as a new brand identity, font and logo created using AI.

“SXSW is an unexpected place for ADP to be at,” Barber-Miller said. “This is our first year here, and we really believe in our new campaign, what we stand for—we wanted to take a bold and highly visible approach … because of that history of innovation and tech.”

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