| Title | Obscene gap |
| Brief | In an online film, male porn actors complain that they are paid around 40% less than women in the industry. The gender role reversal aimed to highlight the injustice faced by the majority of women in other industries. In the United States, for example, the average woman gets paid 75 cents for every $1 a man earns for the same job. The video raised awareness of the subject and fuelled the debate in a witty and ironic way. |
| Agency | McCann Spain |
| Campaign | Obscene gap |
| Advertiser | IB Women |
| Brand | IB Women |
| Posted | November 2017 |
| Business Sector | Institutional/Public Interest/Non-Profit Org. |
| Story | The #OBSCENEGAP is an online spot that sees male porn actors (who on average get paid approximately 40% less than women in the industry) ironically discuss the absurdity and inequality of their pay difference. The gender role reversal aims to highlight the injustice faced by the majority of women across the world.This witty gender role reversal aims to highlight the on-going injustice faced by the majority of women across the world. Shockingly, the UK lags at 20th place in the World Economist Forum’s gender equality rankings. In the United States, the average woman gets paid 75 cents for every $1 a man earns for the same job, while women in Spain get 76 cents, 79 cents in Germany, 77 cents in France and in Mexico; this figure is compounded further in developing countries. |
| Media Type | Case Study |
| Production Company | Lee Films |
| Copywriter | Monica Moro |
| Chief Creative Officer | Monica Moro |
| Copywriter | Ander Mendívil |
| Art Director | Raquel Martínez |
| Art Director | Ricardo Rovira |
| Art Director | Manuel Arranz |
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