Cannes Lions
J. WALTER THOMPSON ARGENTINA, Buenos Aires / ISSUE / 2018
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Description
Every woman gets that undesirable moment in life.The one when a casual interlocutor applies her title of "Ma'am", in a stage in which she doesn't feel even close to that title.
But Issue found a twist and from an investigation with a sociological pulse that summarized different spontaneous forms of reaction. The first young woman renamed "Ma'am" responds to a "bold" to equalize misplaced qualifications. In another case, a woman goes off when she notices that a waiter runs her to the cry of "Ma'am!", explaining that she was the one who forgot her wallet.