Title	BUSY, ARE WE?
Brand	VIRK ( VOCATIONAL REHABILITATION FUND)
Product/Service	AWARENESS
Category	E04. Series: Fiction & Non-Fiction
Entrant	HVITA HUSID Reykjavik, ICELAND
Idea Creation	HVITA HUSID Reykjavik, ICELAND
Production	HVITA HUSID Reykjavik, ICELAND

Name	Company	Position
Rósa Kristjansdottir	Hvita husid	Executive Creative Director
Edda Kentish	Hvíta húsið	Copywriter & Creative Strategist
Gunnar Þór Arnarson	Hvíta húsið	Creative Director
Elín Helga Sveinbjörnsdóttir	Hvíta húsið	Managing Director
Agnes Hlíf Andrésdóttir	Hvíta húsið	Account Manager
Guðmundur Þór Kárason	Hvíta húsið	Agency Producer
Egill Rúnar Viðarsson	Hvíta húsið	Digital Designer
Reynir Lyngdal	Independent	Director
Dóra Jóhannsdóttir	Independent	Scriptwriter
Arnór Pálmi	Independent	Director & Scriptwriter

Write a short summary of what happens in the film

The series follows a busy working mother who tries to juggle her duties in life. She's a middle manager in an unidentified company and is – as the title suggests – quite busy. She has to deal with personal and professional communication problems at work and the demands of her private life but is also guilty of being an unreasonable manager under pressure from her bosses. The moral of the series is that if society, individuals and employers don't figure out how to address work/life balance, people will burn out and drop out of the workforce. The call to action is more a call to arms: all of us have to work together to achieve a balance between the home and work. The use of humour is intentional in order to put the viewer at ease and avoid blame.

Cultural / Context information for the jury

In Iceland, women are at a higher risk of burning out than men. When you add children and a higher education to the mix, the risk is even higher. Women have historically taken care of the home on top of their duties at work, and this is slow to change. The main catchphrase of the series in Icelandic is "er brjálað að gera?", which roughly means "are you super busy?". It's not uncommon to hear entire conversations where people compare just how busy they are, and it's almost a badge of honour that people in Iceland wear quite proudly. As a nation, Icelanders have always prided themselves on being hard-working. Not being busy is nearly equivalent to being lazy. Obviously, this unrealistic standard takes its toll, but it's deeply rooted within a nation that had to fight adverse conditions just to stay alive. Changing this is a necessary challenge.