Title	WOMEN SHOULD NOT BE WORTH LESS
Brand	FRAUENZENTRALE ZURICH
Product/Service	WOMEN'S RIGHTS
Entrant Company	PUBLICIS COMMUNICATIONS SCHWEIZ Zürich, SWITZERLAND
Advertising Agency	PUBLICIS COMMUNICATIONS SCHWEIZ Zürich, SWITZERLAND
Production Company	DYNAMIC FRAME Zurich, SWITZERLAND

Name	Company	Position
Thomas Wildberger	Publicis Communications Schweiz	Chief Creative Officer
Urs Schrepfer	Publicis Communications Schweiz	Copywriter
David Fischer	Publicis Communications Schweiz	Creative Director
Daniel Ahrens	Publicis Communications Schweiz	Art Director
Raphael Graber	Publicis Communications Schweiz	Junior Art Director
Jan Kempter	Publicis Communications Schweiz	Copywriter
Gregory Hedrich	Publicis Communications Schweiz	Graphic Designer
Cem Van Der Schaar	Publicis Communications Schweiz	Head of TV
Benjamin Kaegi	Publicis Communications Schweiz	Art Buyer
Candido Righetto	Publicis Communications Schweiz	Senior Brand Director
Alain Goetschi	Publicis Communications Schweiz	Brand Director
Jonas Ulrich	Dynamic Frame	Director
Luzius Fischer	Dynamic Frame	Producer
	Jingle Jungle	Sound Studio
Felix Streuli		Photographer
	Retouching De Luxe	Retoucher

Brief Explanation

Even in 2015, female employees earn up to 20% less than men occupying the same position, despite having the same training. We are highlighting this state of affairs in our campaign for the Zurich Frauenzentrale (centre for women), in which we declare that women should not be worth less. We used a peculiarity of the German language to our advantage: in German, adding the suffix '-in' to many nouns creates the feminine form. We took German names of products that only exist in the masculine form, such as Bohrer (drill), and added the suffix '-in' (Bohrerin) to create a feminine version of exactly the same product. The feminine version was then advertised at a significantly cheaper price. This collection of products formed the basis of our campaign, which was successful in making the absurdity of wage inequality clear to the Swiss public.

The Campaign

Several studies show that female employees still earn up to 20% less than men occupying the same position, despite having the same training. We are highlighting this state of affairs by applying the wage gap between men and women directly to consumer goods. In German, adding the suffix ''-in'' to many nouns, creates a feminine form. We took German names of products that only exist in a the masculine form, such as Bohrer (drill), and added the suffix ''-in'' (Bohrerin), to create a feminine version of exactly the same product. The feminine version was then advertised for 20 percent less. We launched our products in pop-up stores in various Swiss cities. The range of products was also advertised with print , outdoor and radio advertising, online measures as well as teleshopping spots. Of course people couldn't buy any products – but they could support our cause by becoming a member of the Centre for Women.

Creative Execution

We applied the wage gap between men and women directly to consumer goods, creating feminine versions for a range of products which really only exist in the masculine form. Although they are completely identical, the female products are much cheaper. This collection of products formed the basis of our campaign. We publicised our unequal product pairs with the help of pop-up shops and high-profile support from TV veteran Walter Freiwald. The products were also advertised in striking teleshopping commercials which referred to our online shop. The campaign was accompanied by printed material and outdoor advertising as well as radio commercials. Of course, people could not buy any of the products, but we were able to recruit numerous new members to the fight against wage inequality.

A 150% increase in membership of the Frauenzentrale (centre for women) within a month (as compared to the previous year). 15,000 views on YouTube. Hundreds of comments and shares on Facebook and Twitter. A report on German TV channel RTL which attracted 1.3 million viewers, as well as many other reports in print and online media. And perhaps most importantly: we got the Swiss public talking about wage inequality.