This idea aims specifically to make us see that even when we think that we have progress a lot towards gender equality, we still have a long way to go if we keep this pace. So the main call to action is to accelerate even more and to intensify our efforts to achieve a fully equal world.

The film works as a data visualization of how far we are from it, translating time into how much we would have to age. As this age is still scientifically impossible to achieve and even hard to imagine, it creates a sense or urgency to act now and don't stop our actions even for a day.

Axa, as an insurance company, wants to make people live their lives with less risks. Not only the material ones, but all of them. It's part of their corporate social responsibility. Today, being a woman is still a risk due to gender inequality. So this campaign aims to make people aware of it, and move all of us to accelerate the changes we still need to make for this not to be a risk anymore. Axa itself is taking giant steps in this direction, being an example for other companies, but also supporting initiatives, and giving people the tools to do more.

In Spain, lots of things have been done towards gender equality. And people do think that we were almost there. But we still have a long way to go. Shortly before the campaign there was a huge scandal in which the president of the Spanish Football Federation, Luis Rubiales, kissed the captain of the Women's National team in her mouth to celebrate winning the World Cup, without any consent. The discussion after this in media and social networks reminded people that there's still a big part of society that doesn't understand what this is about. Plus, there were some more public incidents that also went in this direction, opening new discussions that most people though that had been left in the past. So it proved us how important was to make people aware that even when we think we are moving fast, we are not. We still have a lot to do, and we should even accelerate more the approval of laws and the closure of the gender gap if we want this generation to really live in an equal world.

The idea shows a 25 years old woman that reminds us some of the women´s and society´s achievements in the last 100 years towards gender equality, marking how many years have past since each of them was achieved. But then, she starts to explain how many years we still need to get to some other achievements, and as she mentions each of them, she gets older. All this happens in the same take with no cuts. When we think she can't get older she keeps aging, showing us that it will take longer than we think, getting until she is 285 years old. The "innovation" is imagining how a 285 year old woman would look like and seeing her aging slowly until then, to prove how much time we still have to wait to live in an equal world if we keep moving forward society at the current pace.

The idea is basically the translation of data into human looks, to impact the audience and make them think. We started with data taken from a report from UN Women and another one from the World Economic Forum that study how many years will it take us to achieve different goals that will eventually take us to a fully equal world. According to them, we still need 285 years to get there. So, to make this data visually impactful and show how much society still needs to advance, we showed how would aging until 285 years old would look like.

The film aired on the 26th of september on Youtube and Instagram.

Paid media and influencers helped spread it, but it was mainly regular people who made it a success. The fact that it aired just one month after Women's World Cup Final, in which the president of the Spanish Football Federation kissed one of the players in her mouth with no consent at all, was also a key factor that made this film the perfect example of why we can't be satisfied with what has been achieved and really need to keep on working on gender equality and educating about it.

-1.7M views on Youtube and 2M in total considering every media. (40% of the views on Youtube coming from whatsapp)

The fact that it aired just one month after Women's World Cup Final, in which the president of the Spanish Football Federation kissed one of the players in her mouth with no consent at all, was also a key factor that made this film the perfect example of why we can't be satisfied with what has been achieved and really need to keep on working on gender equality and educating about it.

For the brand, the positive sentiment was almost 82%. The brand social channels became a point to discuss the need for more actions and people reminded each other why it is so important to accelerate our pace if we want to get to a fully gender equal world already in this generation.