2019 Glass: The Award for Change


Short List
Category A01. Glass
Idea Creation TRY REKLAME Oslo, NORWAY
Media Placement VIZEUM Oslo, NORWAY
Production NEWLAND Stockholm, SWEDEN
Name Company Position
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


DNB is Norway’s biggest bank. In the Dutch Equilelap Gender Equality Report from 2019, DNB ranked as the top company in Norway when it comes to gender equality – placing fourth globally within finance, and eight in total. As a company at the forefront of gender equality, they wanted to take on the Gender Wealth Gap in Norway. Looking into their own figures and analyzes 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) DNB called out for an important conversation around gender inequality in Norwegian investments – launching a campaign made to inspire and engage women to invest.

Describe the cultural / social / political climate in your region and the significance of your campaign within this context

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 men and women do, or don’t do with the money they earn that results in the true wealth gap. As one of the richest countries in the world, many look to Norway in how we distribute and earn our wealth. So when we’re supposed to also be best in the world when it comes to gender equality, there needs to be change in how women and men relate to each other financially. 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.

Describe the creative idea

Insights: While working through the insights with DNB, we found that Norwegian men have almost an entire Norwegian state budget more in wealth than Norwegian women (NOK 1216 billion). Norwegian men own 80 per cent of all private equity values on the stock exchange, and last year 80 per cent of all share dividends went to men. Even if all wages were equal tomorrow, men would still earn 53 billion more than women. The ones who run the world, are the ones who own it. And Norway is certainly not owned by women. To give Norwegian women a serious wake-up call and hopefully spark an actual change, we put our insights to good use and launched #girlsinvest: A full-scale educational campaign aimed to engage, inspire and motivate women to invest more of their money.

Describe the strategy

We wanted to use our insights and findings around the Gender Wealth Gap to engage women to take more control over their own finances, by revealing our findings in a full-scale campaign. As the statistics in themselves were eye-opening enough on their own, we gathered all our insights, and used them directly in the communication itself. 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.

Describe the execution

To start the conversation, we made a film where we got Beyoncés approval to strip the word “girls” from the world’s most iconic female anthem “Run the World”. The film ends with the line “We can’t run the world if we don’t own it.” The message was supported by an integrated campaign aimed to engage, inspire and motivate women to invest more of their money. We made a website where women could educate themselves in the investment world and get a full understanding of the Gender Wealth Gap. Facts were projected on the walls of the Norwegian Stock Exchange. We also 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 from DNB – the exact same list, but without all the men.

Describe the results / impact

The #girlsinvest campaign sparked a massive conversation. Every major news outlet in Norway discussed the topic – resulting in #girlsinvest becoming most talked-about commercial campaign in Norway in 2019. As the conversation grew, every 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.