| Title | THE UNDUBBED TRUTH |
| Brand | EQUAL PAY DAY |
| Product/Service | EQUAL PAY DAY |
| Category |
B01. Use of Digital Advertising in a Promotional Campaign |
|
Entrant Company
|
MORTIERBRIGADE Brussels, BELGIUM
|
|
Advertising Agency
|
MORTIERBRIGADE Brussels, BELGIUM
|
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Advertising Agency 2
|
MEDIAMONKS Hilversum, THE NETHERLANDS
|
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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 Brief
Not much has changed over the last decades.
Due to sex stereotyping women are still pushed towards housekeeping, so men can pursue a career.
With all due consequences: 125 years of evolution… and women still earn 20% less than men.
Campaign Success
So 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 on #speakupepd.
Describe the success of the promotion with both client and consumer including some quantifiable results
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.
Explain why the method of promotion was most relevant to the product or service
This online platform was designed to activate our target.
To promote Equal Pay Day.
And to speak up against wage unequalty.