BORN EQUAL – THE X CHROMOSOME
| Title | BORN EQUAL – THE X CHROMOSOME |
| Brand | TERRE DES FEMMES |
| Product/Service | 40 YEARS CAMPAIGN |
| Category |
A01. Glass |
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Entrant
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TBWA\ SWITZERLAND Zurich, SWITZERLAND
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Idea Creation
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TBWA\ SWITZERLAND Zurich, SWITZERLAND
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Media Placement
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TBWA\ SWITZERLAND Zurich, SWITZERLAND
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Additional Company
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ARTBOX Amsterdam, THE NETHERLANDS
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Additional Company 2
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MOKOH MUSIC Berlin, GERMANY
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Credits
| Isabelle Benz |
TBWA\Switzerland AG |
Art Director |
| Lisa Bolte |
TBWA\Switzerland |
Copywriter |
| Angelo Sciullo |
TBWA\Switzerland AG |
Creative Director |
| Manuel Wenzel |
TBWA Switzerland AG |
Executive Creative Director |
| Nadja Stickl |
TBWA\Switzerland AG |
Group Account Director |
| Stephan Moritz |
MOKOH Music Berlin |
Executive Producer |
| Tobi Vogel |
MOKOH Music Berlin |
Music Composer |
| Jurg Neve |
KATANÁNGA |
Director |
| Geert Jansen |
Artbox |
Executive Producer |
| Sonja Dam |
Artbox |
Project Manager |
| Markus Driessen |
Artbox |
Design |
| Kees Sparnaaij |
Artbox |
Animation |
Why is this work relevant for Glass: The Award for Change
Terre des Femmes Germany is one of the very first female rights NGOs in the world. And they celebrate their 40th anniversary in 2021. With this campaign we took a conceptionally overarching approach on the absurdity of the still existing global injustice women face globally.
Background
Terre des Femmes Germany focuses on biological females with their work and initiatives. Their main topics are: female mutilaton, domestic and sexualized violence, violence in the name of honor, human trafficking and prostitution, gender equality.
Our brief was to celebrate their 40th anniversary in a 360° campaign.
The objective was to find an overarching theme/concept that is able to tackle all of the pillars they fight for when it comes to global women's rights.
Describe the creative idea
It's a microscopic chromosome that decides the sex of a child months before birth. And thus, absurdly, also how much it will earn and how high it's chances are of ending up in a violent partnership, being married underage or being raped. Heart of the campaign is an animated TVC showing a female fetus metaphorically reacting on crimes and grievances it will experience one day, explained by the voice over. The campaign also includes more than 30 headlines for posters, print and social media that highlight the absurdity along statistics that explain what a simple X chromosome can do.
Describe the strategy
Terre des Femmes provided us with the relevant data along the different topics. Our target audience was mainly Germany, where the head office of terre des femmes is located in Berlin.
Describe the execution
The campaign startet in May with several print ads in nationwide magazines and got supported by TV and Online-Video beginning of September on national Television next to national DOOH in major cities like munich, frankfurt, berlin and more.
In total we ran over 30 different ads with different messages, 2 10-Second vertical videos for digital OOH and our Film for TV and online.
Describe the results / impact
We startet with Print in May in these newspapers and reached around 10 Million readers:
Stern 19/2021 15.04.21
Freizeit Exklusiv Jun 21 16.04.21
SuperIllu 21/2021 16.04.21
FOCUS 20/2021 30.04.21
Freizeit Aktuell Jul 21 30.04.21
Freizeit Revue 23/2021 30.04.21
InStyle Jul 21 30.04.21
Neue Woche 23/2021 30.04.21
BUNTE 23/2021 12.05.21
freundin 14/2021 12.05.21
Frau im Trend 25/2021 14.05.21
Lisa 25/2021 14.05.21
SuperIllu 25/2021 14.05.21
For DOOH we got a media-donation of Stroer worth 250.000 Euro with an estimated amount of ad impressions around: 6.5 Million people
For TV we received a donation for free-space on these broadcasting networks worth 700.000 Euro:
Seven One Media, EL CARTEL MEDIA - TV and Discovery Channel with approax 10 Million Ad Impressions
And for Facebook we received another Media-Donation worth 50.000 Euro.