| Titulo | Satisfaction the granny remake for EqualPayday |
| Agência |
mortierbrigade
|
| Campanha |
Satisfaction the granny remake for EqualPayday
|
| Anunciante |
Equal Pay Day / zijkant
|
| Marca |
equal pay day / zijkant
|
| Data da primeira Transmissão/Publicação |
2011 / 3
|
| Sector Empresarial | Consciencialização social sobre descriminação racial / étnica / minorias / portadores de deficiências
|
| Legenda | The less you earn, the longer you work. Close the wage gap. |
| Filosofia | Equal Pay Day, the day for equal pay has turned to the time-tested homage to drive their point home. This years ad mimics the world famous Satisfaction video by Benny Benassi. Equal Pay Day carries the message that women must work longer than men, to earn annually as much as men. The wage gap in Belgium is 22% on average (gross, on a monthly basis, including part-time work). Last year was 23.46%.This years ad carries the message that grandmother must work longer in order to make as much as men do, and have the same pension. |
| Problema | In average women get paid 23% less then men. This wage gap results in lower pensions for women then for men. We wanted create awareness and warn them for this effect. |
| Resultado | We did a remake of a classic music video, Benni Benassi's "Satisfaction" video, and replaced the young women by 60+ ladies. This resulted in a confusing new clip with old ladies drilling and grinding with heavy worktools. At the end we say: "The less you earn, the longer you work. Close the wage gap. www.equalpayday.be" On the website women can learn negotiation techniques and find tips to close the wage gap. |
| Tipo de Mídia |
Viral
|
| Trilha sonora | Satisfaction Benny Benassi |
| Produtor da agência |
Charlotte Coddens
|
| Produtora |
Rabbit
|
| Realizador |
Raf Reyntjens
|
| Redator |
Niels Schreyers
|
| Director de arte |
Dieter Vanhoof
|
| Criativo / Direção de arte |
Philippe de Ceuster
|
| Director criativo |
Joost Berends
|
| Director criativo |
Jens Mortier
|
| Produtor |
Jonas van Herp
|