| Title | THE UNDUBBED TRUTH |
| Brand | EQUAL PAY DAY |
| Product/Service | EQUAL PAY DAY |
| Category |
E02. Interactive Video |
|
Entrant Company
|
MORTIERBRIGADE Brussels, BELGIUM
|
|
Advertising Agency
|
MORTIERBRIGADE Brussels, BELGIUM
|
|
Production Company
|
CAVIAR London, UNITED KINGDOM
|
Credits
| Vera Claes |
Zij-kant |
Client |
| Jens Mortier |
Mortierbrigade |
Creative Director |
| Joost Berends |
Mortierbrigade |
Creative Director |
| Philippe De Ceuster |
Mortierbrigade |
Creative Director |
| Vincent D'Halluin |
Mortierbrigade |
Strategic Director |
| Massimo De Pascale |
Mortierbrigade |
Creative |
| François Massinon |
Mortierbrigade |
Creative |
| Charlotte Coddens |
Mortierbrigade |
Business Director |
| Lore Meert |
Mortierbrigade |
Agency Producer |
| Ralf Demesmaeker |
Caviar |
Film Director |
| Ilse Joye |
Caviar |
Film Producer |
| Leslie Verbist |
Caviar |
Film Producer |
| Laurent Lejeune |
Mortierbrigade |
Graphic Designer |
| Wannes Vermeulen |
Mortierbrigade |
Creative Developer |
Creative Execution
Not much has changed over the last decades.
Due to sex stereotyping women are still pushed towards housekeeping, so men can pursue a
career.
125 years of evolution… and women still earn 20% less than men.
So we used the typical washing powder commercial.
Where the missus takes care of the household, with a smile.
By pressing a button you can switch to the alternative version.
One where you can discover: THE UNDUBBED TRUTH.
The images are exactly the same but now we can hear what she's really saying.
The campaign invited women to speak up on #speakupepd
The online platform was shared 23.000 times in Belgium alone.
It encouraged women and men to put an end to stereotyping,
To raise their voice in all media on equal payday
And close the wage gap.
Equal Pay Day.
The whole idea behind Equal Pay Day is to activate people.
The main target are women off course.
We wanted to incite them to speak up more often.
This campaign gave them the tools to bring their opinion to the attention of politicians and society, by spreading the message through social media.
The campaign wanted women to speak up.
That's why we developed a concept that played with the codes of advertising, where many gender clichés come from.