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	DELI CREATIVE COLLECTIVE Hamburg, GERMANY
Idea Creation 2	JUNG VON MATT Hamburg, GERMANY
Production	DELI CREATIVE COLLECTIVE Hamburg, GERMANY

Name	Company	Position
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.