#TIMETO - WHERE DO YOU DRAW THE LINE
| Title | #TIMETO - WHERE DO YOU DRAW THE LINE |
| Brand | THE ADVERTISING ASSOCIATION / NABS / WACL |
| Product/Service | #TIME TO CAMPAIGN |
| Category |
G04. Social Behaviour & Cultural Insight |
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Entrant
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LUCKY GENERALS London, UNITED KINGDOM
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Idea Creation
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LUCKY GENERALS London, UNITED KINGDOM
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Production
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ANOTHER FILM COMPANY London, UNITED KINGDOM
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Credits
| Lucky Generals Lucky Generals |
Lucky Generals |
Lucky Generals |
Write a short summary of what happens in the film
We created a film that depicted familiar advertising interactions slowly becoming outright sexual harassment. It was set in Cannes during the Creative Festival week in June, where many advertising agencies gather and stay for a few days.
At key points in the film a stark red line interrupted the action to force the viewer to think about when it should have been drawn.
Cultural / Context information for the jury
#timeTo is a joint initiative between The Advertising Association, NABS and WACL to end sexual harassment in the UK advertising industry.
1 in 4 UK advertising employees have been subjected to harassment at work, and 4 in 10 have witnessed it happening to others.
Please tell us about the social behaviour and / or cultural insights that inspired your campaign
Our industry has a problem. 26% of advertising and marketing professionals have experienced sexual harassment at work. The #TimeTo initiative was created to put an end to this behaviour.
Right now, people tend to think of sexual harassment as quite extreme – they believe they can easily divide behaviour into ‘Bad’ and ‘Good’ camps. But the truth is, it’s a spectrum and there’s a lot of grey area. Depending on the context, things like suggestive jokes, personal compliments, unsolicited hugs or questions about someone's sexuality could all creep over into sexual harassment.
So we decided to ask a simple but powerful question:
Where would you draw the line?
Our work depicted scenarios that everyone in the industry would recognise and relate to. In each case we used a literal red line to interrupt these scenarios, asking the viewer to consider where the line should have been drawn.