| Title | #GIRLSINVEST |
| Brand | DNB |
| Product/Service | INVESTMENT BANKING |
| Category |
A01. Data & Analytics & Insight |
|
Entrant
|
TRY REKLAME Oslo, NORWAY
|
|
Idea Creation
|
TRY REKLAME Oslo, NORWAY
|
|
Media Placement
|
VIZEUM Oslo, NORWAY
|
|
Production
|
NEWLAND Stockholm, SWEDEN
|
Credits
| Anette Bellika Finnanger |
TRY Oslo |
Art Director |
| Caroline Riis |
TRY Oslo |
Copywriter |
| Eirik Sørensen |
TRY Oslo |
Art Director |
| Thea Bjørndal Iversen |
TRY Oslo |
Copywriter |
| Egil Pay |
TRY Oslo |
Art Director |
| Kristina Skogen Tangeraas |
TRY Oslo |
Consultant |
| Arne Eggen |
TRY Oslo |
Consultant |
| Katharina Sinding-Larsen Fries |
TRY Oslo |
Project Manager |
| Ingrid Linjordet |
TRY Oslo |
Project Manager: |
| Jeppe Gjesti |
TRY Oslo |
Designer |
| Kristin David Andersen |
TRY Oslo |
Designer |
| Anne Birgitte Nesse |
TRY Oslo |
Designer |
| Karen Vaksdal Madsen |
TRY APT |
Producer |
| Andreas Roel Vevle |
TRY APT |
Producer |
| Kaare Øystein Trædal |
TRY APT |
Consultant |
| Christopher Køltzow |
TRY APT |
Designer |
| Emil Karlsson |
TRY APT |
Designer |
| Johanne Radford |
TRY APT |
Designer |
| Alexander Krill |
TRY APT |
3D Artist |
| Kim Jensen |
TRY APT |
Sound Designer |
| Cedric Jud |
TRY APT |
Digital developer |
| Kim Holm |
TRY APT |
Motion designer |
| Caroline Eriksson |
TRY APT |
Motion designer |
| Christian Ruud |
TRY APT |
Motion Designer |
| Rebecka Taule |
TRY APT |
Motion Designer |
| Sigurd Kristiansen |
TRY APT |
Motion Designer |
| Pål Smith-Amundsen |
TRY APT |
Digital Developer |
| Marius Nettum |
TRY APT |
Digital Developer |
| Marius Nohr |
TRY APT |
Digital Developer |
| Gabriela Lunde |
TRY OPT |
Social Media Advisor |
| Hanne Henriksen |
TRY OPT |
Digital Advisor |
| Charlotte Bergo |
TRY OPT |
Digital Content Producer |
| Lene Vintervoll |
TRY RÅD |
Editor |
| Kristian Skard |
TRY RÅD |
Advisor |
| Trine Hox |
TRY RÅD |
Project Manager |
| Ulrikke Louise Wiik |
TRY RÅD |
Advisor |
| Robin Krüger |
TRY RÅD |
Advisor |
| Grace Chavez Heath |
TRY FILM |
Coordinator |
| Charlotte Olsen |
TRY FILM |
Production manager digital surfaces |
| Tarek Selim |
TRY FILM |
Project Manager |
| Simen Ringen |
TRY FILM |
Content Producer |
| Sheila Johansson |
NewLand |
Director |
| Joel Rostmark |
NewLand |
Producer |
| Erik Torell |
NewLand |
EP |
| Sophia Olsson |
NewLand |
DOP |
| Emma Backman |
NewLand |
Clip |
| Ellinor Nilsson |
NewLand |
Audio |
| Goran Obad |
OHLOGY |
Music Supervisor |
| Henrik Hawor |
OHLOGY |
Music Supervisor |
| Sara Angelica Spilling |
POWDER |
Photographer |
Summary
Norway is ranked best in the world when it comes to gender equality. But as progressive as we might be in some areas, there is one important issue no one seem to be talking about - the overwhelming difference between men and women when it comes to money. Equal wage has long been a discussion, but it’s what people do with the money their earn that results in the true wealth gap. We saw there was a huge opportunity to call out for more female investors, and an even bigger opportunity to call out for a fundamental change in the distribution of funds in Norway.
As a company at the forefront of gender equality, DNB wanted to take on the Gender Wealth Gap in Norway. Looking into their own figures they found an extremely imbalanced economical distribution. All parameters, from bank deposits, capital income and wealth, showed that Norwegian men were much richer than women. Beyond a wage gap, men invest far more of their money than women, which has resulted in a Gender Wealth Gap now equal to the entire state budget of Norway (NOK 1216 billion)
Having the social role of Norway’s biggest bank, DNB wanted to call out for an important conversation around gender inequality in Norwegian economy. Not just only around how Norway’s list of the top 400 richest is composed of 87,5% men, but running through every aspect of financial investments – right down to how couples distribute their money between them.
The result was #girlsinvest: an insight-based campaign with startling findings to help shatter the illusion of Norwegian equality - and the first ever commercial message to shed light on the Gender Wealth Gap we have in Norway.
For the launch film, we got Beyoncés approval to strip the word “girls” from the world’s most iconic female anthem “Run the World”. The film ends with “Men own 80% of all stock value. We can’t run the world if we don’t own it.”
The message was supported by #girlsinvest: A full-scale integrated campaign aimed to engage, inspire and motivate women to invest more of their money.
To further fuel the conversation, we teamed up with Norway’s equivalent to Forbes, Kapital magazine, where their annual list of Norway’s 400 richest this year included a twin magazine called “The Capital Gap” – the same list without all the men.
The #girlsinvest campaign sparked a massive conversation. Every major news outlet in Norway discussed the topic – resulting in #girlsinvest becoming most talked-about campaign in Norway in 2019.
As the conversation grew, every other major Norwegian bank published their support for the initiative, and joined DNB in order to work together to help close the Gender Wealth Gap.
And women started investing. In just the first three weeks of the campaign, total investments made by women went up by +30%, and it’s still growing to this day.
For the first time in Norwegian history, there are now more women than men who's starting to invest in funds.