| Title | THE UNDUBBED TRUTH |
| Brand | EQUAL PAY DAY |
| Product/Service | EQUAL PAY DAY |
| Category |
C08. Charities, Public Health, Safety & Awareness Messages |
|
Entrant Company
|
MORTIERBRIGADE Brussels, BELGIUM
|
|
Advertising Agency
|
MORTIERBRIGADE Brussels, BELGIUM
|
|
Advertising Agency 2
|
MEDIAMONKS Hilversum, THE NETHERLANDS
|
|
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 |
Brief Explanation
THE UNDUBBED TRUTH by Equal Payday
Not much has changed over the last decades.
Due to sex stereotyping women are still steered towards housekeeping, so men can pursue a career.
With all due consequences: 125 years of evolution… and women still earn 20% less than men.
Results and Effectiveness
The campaign invited women to speak up on #speakupepd.
890.000 people were reached during the commercial break.
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.
Creative Execution
We partnered with two of the biggest tv stations to put these 'fake' commercials on air.
First we showed a badly dubbed washing powder commercial.
Then, in the same commercial brake, we showed the 'undubbed' version of the commercial.
Insights, Strategy and the Idea
We put a typical washing powder commercial in a commercial break.
Badly dubbed, abounding in stereotypes, and full of clichés.
Where the missus takes care of the household.
Signing off: 'Discover The Undubbed Truth later in this commercial break, or on equalpayday.be'.
Later in that same commercial break we showed the alternate version, where you can discover: THE UNDUBBED TRUTH.
The images are exactly the same but now, in the undubbed version, we can hear what she's actually saying.
Inviting women to raise their voice on Equal Payday and close the wage gap.