Title	BE A MAN
Brand	KOMMUNAL
Product/Service	GENDER EQUALITY
Category	B01. INTERNET FILM
Entrant Company	VOLONTAIRE Stockholm, SWEDEN
Advertising Agency	VOLONTAIRE Stockholm, SWEDEN
Production Company	DELOREAN Stockholm, SWEDEN

Brief Explanation

Wage discrimination exists even in Sweden, by many considered as a socialist utopia and haven of equality. During a working life, an average Swedish woman earns a quarter million Euro less than a man, performing the same work. Every day, she works for free after four o'clock, while he gets paid until five. So what does a woman have to do to get a raise? The answer is simple: be a man. Annelie Nordström, president of Sweden's largest union, Kommunal, decided to protest against wage discrimination by performing a 'sex change'. A video featuring Annelie´s extreme makeover was posted on YouTube a couple of days before International Women’s Day.