Cannes Lions

EQUAL PAY DAY

MORTIERBRIGADE, Brussels / EQUAL PAY DAY / 2011

Awards:

3 Shortlisted Cannes Lions
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Overview

Entries

Credits

Overview

Description

Few people know that, on average, women earn 23 % less than men, doing the same job. Equal Pay Day is an organization that pleads for equal pay for women. The strategy was to approach young people because the sooner they are made aware of this injustice, the sooner they can do something about it.So we did a remake of the famous 'satisfaction' music video by Benny Benassi. And we replaced the sexy models from the original clip with 70-year-old grannies that still had to work to get a decent pension. The sign-off: 'The less you earn, the longer you work.'

Execution

We did a remake of the famous ‘satisfaction’ music video by Benny Benassi.And we replaced the sexy models from the original by 70-year-old grannies who still had to work to get a decent pension.The sign-off: ‘The less you earn, the longer you work.’We used the screens that youngsters use: music channels MTV and TMF, social media, TV screens in nightclubs and their smartphones.

Outcome

An investment of 75K for the clip, alarm device and media (public awareness rates)234.000 unique visitors to equalpayday.be, an increase of 1000% (!)More than 1million views on youtube in 3 weeks’ time, and still counting (Youtube statistics)About 5000 tweets (source twitter)200.000 views on website-owned media players200.000 facebook shares (Facebook statistics)91.000 google search results (Google Analytics)Embedded in 5000 blogs In the top ten virals of advertising ageMedia coverage from newspapers to prime time tvMedia coverage 14 million euro (source IM)The president of the Belgian labour party forced employers to act

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