Title	FEM CURRENCY
Brand	PAISLEY
Product/Service	WOMEN'S COLLECTION
Category	D03. Point of Sales, Consumer Touchpoints & In-store Collateral
Entrant	MAYD HAMBURG, GERMANY
Idea Creation	MAYD HAMBURG, GERMANY
Production	MAYD HAMBURG, GERMANY

Name	Company	Position
Bahador Pakravesh	MAYD	Executive Creative Director
Behnaz Pakravesh	MAYD	Executive Creative Director
Alexander Makedonskiy	MAYD	Creative Director
Claudia Cruz	MAYD	Illustrator
Eve Kemanes	MAYD	Art Director

Background

The unadjusted Gender Pay Gap in Germany is 21%*. Meaning that women earn 21% less than men. So our mission was clear: creating a fair world for women and this with a real small budget (Source: Federal office of statistics, 2017).

Describe the creative idea (40% of vote)

With the launch of its first women's collection, fashion brand PAISLEY wants to start a new era for women on a much bigger scale. With FEM - a new currency for women only, worth 21% more than any existing currency. So women who visit the PAISLEY store can exchange their money into FEM and get 21% more for it. Within PAISLEY and all partner shops.

Describe the execution (40% of vote)

Like any currency, FEM has its own, specially designed notes. Each one of them highlights a historic female figure who helped shape our society and pave the way for all women today. To avoid misuse the FEM notes have also several security features: like water marks, special imprints and individual serial numbers that start with the birthday dates of our historic heroes.

List the results (20% of vote)

Thanks to PAISLEY there is no actually Gender Pay Gap in the PAISLEY Store or all participating ones. FEM is requested by more than 15 stores worldwide by now. The PAISLEY women’s collection was sold out within 2 weeks. And the campaign achieved an increase of 233% in store visitation and 285% in sales compared to the previous year.