| Title | THE UNDUBBED TRUTH |
| Brand | EQUAL PAY DAY |
| Product/Service | EQUAL PAY DAY |
| Category |
C01. Use of Digital in a PR campaign |
|
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 |
The Campaign
The whole 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.
We used the typical washing powder commercial.
Badly dubbed, abounding in stereotypes, and full of clichés.
Where the missus takes care of the household, with a smile.
But by simply pressing a button you can switch to the alternative version.
A 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 really saying. We switch from the clichés to reality. From stereotypes, to more assertiveness.
The campaign invited women to speak up, using the hashtag #speakupepd.
The Brief
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.
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.
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.
The Strategy
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:
A 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.
We switch from the clichés to reality. From stereotypes to more assertivity.
Inviting women to raise their voice on Equal Payday and close the wage gap.