EQUALICARE

TitleEQUALICARE
BrandVERBRAUCHERZENTRALE HAMBURG
Category D05. Special Build
Product/ServiceEQUALICARE
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
Name Company Position
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.