2019 Glass: The Award for Change

FEM CURRENCY

ClientPAISLEY
Category A01. Glass
TitleFEM CURRENCY
Product/ServiceWOMEN'S COLLECTION
Entrant MAYD HAMBURG, GERMANY
Idea Creation MAYD HAMBURG, GERMANY
Production MAYD HAMBURG, GERMANY
Credits
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 cultural / social / political climate in your region and the significance of your campaign within this context

Even if Germany is a modern country and leading in many social topics - when it comes to equal payment between men and women there is since years a big gap. 21% is the unadjusted Gender pay Gap wich is higher than most of all countries in Europe. Women earn less and this is something that needs to be changed.

Describe the creative idea

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 strategy

Retail is faced with a heavy challenge: online shopping. Instead of concentrating our strategy on something virtually we've decided to do something haptic wich people can see, feel but most of all use - the FEM Notes. The idea lead people directly into the store and the benefit was given straight away.

Describe the execution

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.

Describe the results / impact

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.