TitleThe Equality Bill
BriefDulce de leche is Argentinian in its roots, translated, its name means “sweet from milk”. It is made by boiling large quantities of vanilla-flavored milk and sugar. In 2016 two brothers founded DDL & CO to offer traditional Dulce de Leche produced by local producers using artisanal methods. For their first advertising campaign, they wanted to find something new that had never been done before. So they addressed the issue of gender pay gap in Argentina by making the bill with a woman’s face on it worth 27% more than the one with a man’s face on it, addressing the fact that women are paid 27% less than men for the exact same work.
Agency
Campaign The Equality Bill
Advertiser DDL&Co
Brand DDL & Co

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Date of First Broadcast/Publication Subscribers Only
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Media Type Case Study
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General Creative Director M....lo Wa.....ub Subscribers Only
Creative Director J..n M...ín L...la Subscribers Only
Creative Director Ma......ano Sa....ga Subscribers Only
Managing Director E...st R..a Subscribers Only
Strategist P...a L...z Subscribers Only
Strategist J...a K...er Subscribers Only
Chief Strategy Officer M...ín Pi......lla Subscribers Only
Agency Producer M....lo K...z Subscribers Only
Account Executive Subscribers Only
Account Supervisor N....ia Ha....pf Subscribers Only
Designer P...o P..a Subscribers Only

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