Title | EQUALICARE |
Brand | VERBRAUCHERZENTRALE HAMBURG |
Product/Service | EQUALICARE |
Category |
D05. Special Build |
Entrant
|
SERVICEPLAN GERMANY Munich, GERMANY
|
Idea Creation
|
SERVICEPLAN GERMANY Munich, GERMANY
|
PR
|
SERVICEPLAN GERMANY Munich, GERMANY
|
Production
|
TEMPOMEDIA Hamburg, GERMANY
|
Production 2
|
SUPREME MUSIC Hamburg, GERMANY
|
Production 3
|
NHB Hamburg, GERMANY
|
Production 4
|
NEVEREST Hamburg, GERMANY
|
Additional Company
|
PLAN.NET Munich, GERMANY
|
Credits
Alexander Schill |
SERVICEPLAN GERMANY |
Global Chief Creative Officer |
Thomas Heyen |
SERVICEPLAN GERMANY |
Managing Partner |
Markus Kremer |
SERVICEPLAN GERMANY |
Managing Partner |
Florian Klietz |
SERVICEPLAN GERMANY |
Managing Partner |
Niklas Scholz |
SERVICEPLAN GERMANY |
Copywriter |
Philipp Trübiger |
SERVICEPLAN GERMANY |
Art Director |
Mariah Kattmann |
SERVICEPLAN GERMANY |
Junior Account Manager |
Dennis Fritz |
SERVICEPLAN GERMANY |
Head of Editing, Head of Motiondesign |
Anton Reim |
SERVICEPLAN GERMANY |
Junior Motion Designer |
Christoph Koehler |
NEVEREST |
Managing Director |
Madeliene Pfisterer |
NEVEREST |
Junior Producer |
Britta Tronke |
SERVICEPLAN GERMANY |
General Manager |
Isabelle Schneider |
SERVICEPLAN GERMANY |
Junior PR-Consultant |
Markus Maczey |
PLAN.NET |
Managing Director / CEO |
Michael Reill |
PLAN.NET |
Executive Creative Director |
Philipp Elsner |
PLAN.NET |
Digital Creative |
Peter Haueis |
Tempomedia Filmproduktion GmbH |
Director |
David Südel |
Tempomedia Filmproduktion GmbH |
DoP |
Henrik Hühnken |
Tempomedia Filmproduktion GmbH |
Editor |
Alexander Schildt |
Tempomedia Filmproduktion GmbH |
Executive Producer |
Jana Schneider |
Tempomedia Filmproduktion GmbH |
Producer |
Maximilian Olowinsky |
Supreme Music |
Composer |
Felix Müller |
Supreme Music |
Composer |
Florian Lackenmacher |
Supreme Music |
Composer |
Henning Sommer |
Supreme Music |
Composer |
Chris Buseck |
Supreme Music |
Composer |
Sebastian Schütze |
Supreme Music |
Composer |
Bernhard Pausch |
Supreme Music |
Composer |
Clemens Lockner |
Supreme Music |
Junior Producer |
Fabian Cordsmeier |
NHB Next |
Producer |
Julien von Schultzendorff |
NHB Next |
Grading |
Markus Roseneck |
NHB Next |
Sound |
Write a short summary of what happens in the digital or ambient execution or campaign.
We invented a new moisturizer which – when being rotated by 180° – turns from a men’s to a women’s product and vice versa. The tube’s pink side addresses women, the blue one men. Although they share the same packaging, the price is different: in line with the average Pink Tax the women’s side is 40% more expensive. We promoted our product in a pop-up store, a web shop, with influencers and on social media profiles – letting people experience the Pink Tax firsthand. With the pop-up store we recreated the natural shopping experience where hygiene products usually are being sold. And taking account of studies showing that information is more memorable when it’s experienced by multiple senses, the pop-up store was the perfect solution to transport our message. Here, customers radically experienced inequality in its most concentrated form.
Cultural / Context information for the jury
Gender-inequality truly is an issue in highly-developed Germany. Recent studies show that women earn 21% less for their work than men. And on top of that, the Pink Tax charges them more for nearly identical products.