Eurobest

It's handy to have a dick

MORTIERBRIGADE, Brussels / EQUAL PAY DAY / 2023

Awards:

1 Gold Eurobest
1 Silver Eurobest
2 Bronze Eurobest
2 Shortlisted Eurobest
Presentation Image
Film
1 of 0 items

Overview

Entries

Credits

Overview

Background

This year Equal Pay Day falls on March 20. As the wage gap is still 22%, women have to work almost three months extra to get paid the same as men do.

Although things are slowly getting better, men are still favored over women at the workplace. They are more easily hired, taken more seriously, obtain better positions or promotions and yes, are even paid more. The fact that women (42%) do much more parttime work than men (12%) makes the problem only bigger.

Idea

Set to the hilariously catchy Miles Betterman tune “The Dickhead Song,” “It’s Handy to Have a Dick” shows men greeting each other, closing deals, and brokering partnerships of all types, all on the strength of a disturbing handshake. That confidence, that connection, all boils down to one thing: “I trust you because you have dick.”

Strategy

The handshake plays a major part as it symbolizes a lot of things in the professional world. A deal concluded, trust granted, a contract signed or simply respect. All things harder to reach for women. In the film we see how women are physically incapable of taking part in these handshakes. Indeed, they have no dicks. So no handshakes for them!

Execution

It was hard to imagine that someday such a song (of the folk genre, followed by a piano) would appear that would appeal to the absence of common sense and the normal censorship in the lyrics.

It is written by the comedian Miles Betterman. This is a piece of irony – a person named "Betterman" sings the highly intolerant and offensive song that some people even tell that it would perfectly match to the current representative of republicans on the elections – Donald Trump.

The song suits perfectly not only the annoying people but even the processes in the society. You can listen to it almost endlessly, every time enjoying the light mood of it and sensation of non-abruption when listening.

Many people used to listen to it and associated the piece with even more life aspects like marriage infidelity, non-cordiality of people around, politics, social abuses and so on.

Outcome

With 0 media budget, the film spread organically and massively, opening the debate, and putting the topic on the agenda.

Shares & views: 300K in Flanders alone!

+ 73% traffic to the Equal Pay Day website

Similar Campaigns

12 items

Shortlisted Eurobest
Apply your skills to the household

MORTIERBRIGADE, Brussels

Apply your skills to the household

2023, EQUAL PAY DAY

(opens in a new tab)