Pedro Pablo Bergelund Echeandía
Redactor creativo Sr. at Wunderman Thompson
Peru, Perú
TituloBank on Equality (Film Case)
Campanha Bank on Equality
Anunciante Scotiabank
Marca Scotiabank
Data da primeira Transmissão/Publicação
Sector Empresarial Serviços bancários, investimentos, corretores de bolsa
Filosofia As Peru has one of the highest rates of the gender wage gap in Latin America (29.6%), Scotiabank, one of the largest banks in Peru, made a public commitment to change this. With the help of Wunderman Thompson Peru, and on the occasion of International Women’s Day, Scotiabank surprised all its female clients who opened a Payroll Account on March 9 with an equal salary, generating an immediate buzz.

Each female client received an additional 29.6% salary, equivalent to the gender wage gap in the country, with the bank's currency, Scotia Points, bonus points that can be used as real money to purchase or redeem on products and experiences. To determine this additional salary, the bank developed an algorithm comparing female client salaries with a man’s, considering variables such as age, occupation, education and geographic location.

The official digital campaign from Wunderman Thompson Peru to celebrate International Women’s Month includes Instagram stories, Facebook PPV, and mailings. The campaign also includes posters and window displays on all Scotiabank branches, brochures, and promotional materials.

Scotiabank’s Gender Equality drive is not new and knowing the company cannot face this problem by itself, in March 2019, in alliance with other organizations like PWC (PriceWaterhouse Coopers), Aequales, El Comercio and Wunderman Thompson, it launched the first edition of the “Egalitarian Prize” (, an initiative that recognizes companies for innovative practices that contribute to the reduction of the gender wage gap. More than 62 companies have participated in this initiative, including PEPSICO, LATAM Airlines, Western Union, Procter & Gamble, Telefonica, Laboratoria, among many others. On March 12, the best practices for gender equality will be recognized in an awards ceremony, looking to inspire more companies to commit on closing the gender wage gap in the country.
Tipo de Mídia Relações públicas
Chief Executive Officer (CEO)
Chief Creative Officer
Head of Art
Director executivo criativo
Director criativo
Director de arte
Planning Director
Director de contas
Planeador estratégico
Director de publicidade
Director of Communications
Marketing Director
Brand Director

People related to this work

You might also like...


Create a free Talent profile and become a member of AdForum

Get Started