| Title | Satisfaction the granny remake for EqualPayday |
| Agency |
mortierbrigade
|
| Campaign |
Satisfaction the granny remake for EqualPayday
|
| Advertiser |
Equal Pay Day / zijkant
|
| Brand |
equal pay day / zijkant
|
| Date of First Broadcast/Publication |
2011 / 3
|
| Business Sector | Racial/Ethnic/Minority/Disability Awareness
|
| Tagline | The less you earn, the longer you work. Close the wage gap. |
| Philosophy | 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. |
| Problem | 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. |
| Result | 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. |
| Media Type |
Web Film
|
| Soundtrack | Satisfaction Benny Benassi |
| Agency Producer |
Charlotte Coddens
|
| Production Company |
Rabbit
|
| Director |
Raf Reyntjens
|
| Copywriter |
Niels Schreyers
|
| Art Director |
Dieter Vanhoof
|
| Creative / Art Direction |
Philippe de Ceuster
|
| Creative Director |
Joost Berends
|
| Creative Director |
Jens Mortier
|
| Producer |
Jonas van Herp
|