TitleMind the gap
BriefIn order to highlight the gender pay gap on Equal Pay Day in Germany, the Berlin Transport Authority launched a subway ticket that cost 21% less than one for men. A combination of media were used to promote the "unequal" ticket and get the message across. Women are paid 21% less, so why should they pay the same amount as men for a subway ticket? And yes, women do "Mind the gap!"
Agency
Campaign Mind the gap
Advertiser Berliner Verkehrsbetriebe (BVG)
Brand Berliner Verkehrsbetriebe (BVG)

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Copywriter Se.....an B...on Subscribers Only
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About Serviceplan Group

The Serviceplan Group is the largest independent and most diversified owner and partner-managed agency group. Our offices are located across the globe, offering specialized services to make international and national brands successful. Our unique concept “House of Communication” is an integrated agency model, combining all relevant disciplines under one roof - whether they are brand strategists, creative professionals, media or online specialists, designers, dialogue, content or CRM experts, business analysists, market researchers, PR consultants or sales specialists.
By the mid-90s, Serviceplan had become the first communication agency to venture into the growing online market and also had adjusted to the requirements of the future in the area of media: today, the additional corporate brands within the Group – Plan.Net, Mediaplus, Facit and Solutions – also rank among the market leaders in their respective competitive environments.
This precise interplay between the various specialist agencies in matters of creation, technology and media makes us the leading agency group for innovative communication. In order to guarantee outstanding performance in the execution of its campaigns, Serviceplan is represented with own offices in all significant economic areas in Europe, North America, the Middle East and Asia. Together, all Serviceplan companies currently have more than 4,300 employees whose work regularly wins awards at national and international creative competitions. 

Latest News

Serviceplan China Create TVC for Haier Leader i-Case Product Launch.

Off-the-wall new campaign featuring the new i-Case refrigerator appeals to young generation of consumers 

In the first communication since winning the business in November 2019, Serviceplan China have created the an i-Case product launch campaign for Haier Leader, a sub-brand of the Haier Electrical Appliance Group in China. Following a client brief to launch a new Haier Leader product – the i-Case Refrigerator - and get the attention of young consumers by appealing to Millenials’ lifestyles and attitudes, Serviceplan China conceived an idea which links the key feature of the product to youthful attitudes – an unconventional love story where a couple break up and their refrigerator reunites them.

The iCase Refrigerator launch is aimed at young Chinese consumers in the 20-30 demographic. The brand wanted to convey a young and fashion-focussed vibe that fits with the stylish and unique design of the new iCase Refrigerator. The main feature of this new product is that the refrigerator is made up of 2 components, which can be separated into single units, and also can be combined into a double fridge. Serviceplan China created an advert which was shown on Leader’s offical Weibo and Wechat platform as well as local TV channels.

The TVC is infused with humour and attitude and tells the story of a fashionable and unconventional young couple, with added authenticity through the use of a real-life couple rather than professional actors. Showing the unique attitudes of the young generation towards love, whilst emphasising how the Haier Leader product can be integral to their lifestyle. In the TVC directed by Zhao Ning (Production house: Red Horse) a woman is seen packing her suitcase and taking her favourite belongings, which include a gaming console and her half of the i-Case Refrigerator. The cinematic aesthetic of the advert and red and blue palette, complements the contemporary design of the blue toned fridge, while a French soundtrack and post-modern Chinoiserie styling complete the post-modern picture of a tempestuous young couple falling in and out of love.

Serviceplan China CCO Chong Kin commented: “We always say ‘if you don't have a unique selling point, be the first.’ But what if we have? Our TVC idea perfectly illustrates the USP in an interesting way with an insightful young Chinese story. It's a wonderful execution for product demonstration.” 

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