| Title | BITTERSWEET PIES |
| Brand | PAUL ROMANIA |
| Product/Service | BAKERY CHAIN |
| Category |
A02. Data-Driven Targeting |
|
Entrant
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McCANN WORLDGROUP ROMANIA Bucharest, ROMANIA
|
|
Idea Creation
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McCANN WORLDGROUP ROMANIA Bucharest, ROMANIA
|
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Idea Creation 2
|
MRM//McCANN Bucharest, ROMANIA
|
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Media Placement
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UM ROMANIA Bucharest, ROMANIA
|
Credits
| NIR REFUAH |
MRM//MCCANN ROMANIA |
CHIEF CREATIVE OFFICER |
| IOANA FILIP |
MRM//MCCANN ROMANIA |
EXECUTIVE CREATIVE DIRECTOR |
| SANDRA BOLD |
MRM//MCCANN ROMANIA |
COPYWRITER |
| MIRUNA MACRI |
MRM//MCCANN ROMANIA |
ART DIRECTOR |
| VICTOR CROITORU |
UM ROMANIA |
MEDIA DIRECTOR |
| CARMEN BISTRIAN |
MCCANN WORKDGROUP EUROPE |
CREATIVE EXCELLENCE MANAGER |
The Campaign
We took the gender gap statistics released from the World Economic Forum and turned the pie charts into actual pies. The pies were sold in Paul bakeries across the country and promoted in print, social media and DM. More than just be the talk of media and social media, 5% of revenue from all ‘Bittersweet pies’ sold would be donated to FILIA center, which will use the donation to finance a project aimed to reduce the gender gap in rural areas and help fight inequality.
"Bittersweet pies", is a new cakes product line, sold in all "Paul" bakeries across the country, that highlights the gender inequality in Romania's society by turning cakes into pie charts!
The cakes’ line includes:
- the "salary gap" cake
- the "misrepresentation cake" (in politics)
- the "extremely rich cake"
- the "startup exclusion cake"
- the "glass ceiling double cake"
All the cakes are 100% edible (including the statistics!), and are based on Paul's original and popular cake recipes (Fleur de Lys, Tartelette citron, Tartelette au chocolat).
5% of revenue from all "bittersweet pies" sold would be donated to "FILIA foundation", which will use the donation for a project aimed to reduce gender gap by training rural women and prepare them for the modern professions.
This makes the project to be the 1st ever "social desserts" line in the world.
We took the gender gap statistics released from the World Economic Forum and turned the pie charts into actual pies. The pies were sold in Paul bakeries across the country and promoted in print, social media and DM. More than just be the talk of media and social media, 5% of revenue from all ‘Bittersweet pies’ sold would be donated to FILIA center, which will use the donation to finance a project aimed to reduce the gender gap in rural areas and help fight inequality.
How can 12 small bakeries in Romania create a worldwide conversation about gender inequality and get the story in major newspapers across the world like New York Mag, Elle, Cosmopolitan and Glamour? PAUL Romania launched the first ever collection of social desserts by turning its pies into actual pie pie charts that cover the gender gap problems Romania is facing with data collected from the World’s Economic Forum Gender Gap Report.
Thus, we didn’t just make people read data they weren’t usually interested in, but actually started an international conversation on the matter of gender inequality.
Even though Romanians, and mostly the women, believe there is a general balance between men and women in the work field, the annual Gender Gap Report that shows exactly the opposite.