Title | NO JOBS FOR COCKS |
Brand | OHYOUWOMEN VEREIN I.G. |
Product/Service | EQUAL RIGHTS |
Category |
A01. Glass |
Entrant
|
DELI CREATIVE COLLECTIVE Hamburg, GERMANY
|
Idea Creation
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DELI CREATIVE COLLECTIVE Hamburg, GERMANY
|
Idea Creation 2
|
JUNG VON MATT Hamburg, GERMANY
|
Production
|
DELI CREATIVE COLLECTIVE Hamburg, GERMANY
|
Credits
Michael Reissinger |
DELI Creative Collective |
Director |
Heike Wurch |
DELI Creative Collective |
Producer |
Joern Lindner |
DELI Creative Collective |
Motion Graphic |
Henrik von der Lieth |
DELI Creative Collective |
Motion Graphic |
Darius Dettlaff |
DELI Creative Collective |
Motion Graphic |
Gergana Gergova |
DELI Creative Collective |
Motion Graphic |
Bernd Hildebrandt |
DELI Creative Collective |
Motion Graphic |
Timo Belitz |
DELI Creative Collective |
Motion Graphic |
Till Eckel |
Jung von Matt AG |
Executive Creative Director/Creative Director |
Greta Attinger |
Jung von Matt AG |
Illustrator/Junior Art Director |
Mihai Gongu |
Jung von Matt AG |
Creative Director |
Johannes Hicks |
Jung von Matt AG |
Creative Director |
Julia Lackermayer |
Jung von Matt AG |
Senior Copywriter |
Peter Schönherr |
Jung von Matt AG |
Senior Art Director |
Aline Mathieu |
Jung von Matt AG |
Junior Copywriter |
Helena Schilke |
Jung von Matt AG |
Senior Project Manager |
Verena Schoebb |
Jung von Matt AG |
Project Manager |
Davor Brkan |
Jung von Matt AG |
Art Buying |
Matthias van de Sand |
Jung von Matt AG |
Head of TV |
Simon Heeger |
2WEI Music GmbH |
Music/Sound Company |
Background
Women in the EU earned, on average, 16% less than men in 2016, according to new data released in March 2018 by Eurostat, the statistics agency of the European Union. Germany reported the widest gap in Western Europe – 22%, ahead of the UK, Italy and France. The statistics agency also found that, across the region, the gender pay gap is generally much higher for young employees.
Describe the cultural/social/political climate in your region and the significance of your campaign within this context
The subject is not entirely unknown, but almost nobody is paying attention anymore. Women rights organisation OhYouWomen briefed us to come up with an angle that would restart the conversation about this important topic. Because the pay gap ends only when we all use our voices.
Describe the creative idea
Our cheeky campaign delivers a brutally honest and simple truth: male genitals are of no use to men in their jobs, except getting them a bigger pay cheque. Why should women get paid less then, just for not having a penis?
Describe the strategy
We have created a simple, happy song in stark contrast to the seriousness of the matter. The infectiousness of the music video aims at getting the message shared and the controversy of the approach should get people talking again.
Describe the execution
A pleasant and serene female voice tells the story of an absurd world in which men perform their jobs with their penises. To let the message shine through, we used the same brutal simplicity in the style of our animation. The lines are very roughly sketched, imperfect, creating an edgy contemporary aesthetic, favoured by a younger audience. The quirky style perfectly matches the whimsical original track composed for the film. The sketched abstract style also allowed us to explicitly show the male genitalia for humorous effect, so that even the most prude viewers would have a laugh and share it with friends, rather than be offended. We have also placed funny little snippets in some of the scenes, for our audience to discover, so the story keeps on giving.