Title | RUN THE WORLD (MEN) |
Brand | DNB |
Product/Service | INVESTMENT BANKING |
Category |
A08. Use of Licensed or Adapted Music |
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: |
Ulrikke Louise Wiik |
TRY RÅD |
Advisor |
Robin Krüger |
TRY RÅD |
Advisor |
Charlotte Olsen |
TRY FILM |
Production manager digital surfaces |
Tarek Selim |
TRY FILM |
Project Manager |
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 |
Write a short summary of what happens in the film
The film shows an abandoned world – offices left in a hurry, empty streets. We hear the song “Run the World” by Beyoncé, but something about the song is different. Out in the streets, we now see people marching. No, not just people, men. Just men. A world filled with men, dancing to the beats of the iconic female anthem. And then we hear it, that the word “girls” has been removed from the song. Left is just empty space and our dancing men, implying a different answer to the question Beyoncé asks in her song: Who run the world? A title card reveals: “Men own 80% of all stock value” and then “We can’t run the world if we don’t own it” “#girlsinvest - DNB ”
Cultural / Context information for the jury
Norway is ranked number one on gender equality by the UN, but there is still an overwhelming difference between men and women when it comes to the Gender Wealth Gap. The film was part of a massive campaign to inform, inspire and motivate Norwegian women to invest more of their money.
Tell the jury about the choice of music track.
“Run the World” by Beyoncé is the world’s most iconic female anthem. According to the artist herself, the song is meant to act as “a message which would give women strength.” Women run to the dance floor every time it’s played, and it’s been the symbolic soundtrack to many equality debates around the world.
So, in order to give women an important wake-up call, we decided to deface it.
With Beyoncé’s personal permission, we stripped the word “girls” from the song – removing the answer to the question “who run the world?”
The theme of the song is highly relevant to what we wanted to convey. That even though we might be able to sing about how women run the world, it’s not really true until we own it.