Fifty Fifty Lebanon - "Close The Gap Case Film"

Impact BBDO

Impact BBDO Dubai, United Arab Emirates

Awards

3193

This ad is part of the ACT Responsible Collection

Brand: Fifty Fifty Lebanon
Country: United Arab Emirates

Advertiser: fiftyfifty

Title	Close The Gap Case Film
Agency	Impact BBDO
Campaign	Close The Gap
Advertiser	fiftyfifty
Brand	Fifty Fifty Lebanon
Date of First Broadcast/Publication	2020 / 2
Product	Equal Gender Pay
Story	Background: The gender pay gap has been steadily narrowing globally. But in Lebanon, not as fast as it should. To date, a 21% average gender pay gap remains to be closed; contributing to Lebanon’s poor ranking at 145 out of 152 countries. Global gender Gap Report 2020 As part of its initiatives to build a gender balanced Lebanon, fifty fifty wanted to raise awareness about the 21% gender pay gap; and inspire a behavioral change in women and towards women in the workplace. Idea: The idea was to show people what it means to close the gap, literally. In Arabic, a gap between two words or two letters impacts the way they are read and understood. And in some cases, by closing the gap between the letters, we reveal a new word, with an entirely different meaning. We chose words that with the gap, reflected women’s reality at the workplace today. Unequally paid, stagnating in lower positions, with unequal opportunity to grow. We asked people to close the gap, to reveal new words with empowering, positive and hopeful meanings. By inviting people to close the gap between letters, we showed them what it means to close the pay gap between genders. Results: 2+ Million impression Website visit +40% Awareness of Labor Law +80%
Media Type	Integrated Media/360 Activation
Length	128 seconds
Creative Director	Sarah Berro
Creative Director	Marie-Claire Maalouf
Chief Creative Officer	Paul Shearer
Executive Creative Director	Ali Rez
Art Director	Bijoy Purayil
Designer	Ahmed Nawara
Strategy Director	Noor Hassanein
Account Director	Rima Hussein
Production Company Producer	Ann Geleen Amparado
Motion and Image Making Lead	James Keith Elgie
Creative Services Director	Tennyson Torcato
Typography	Nabil Al Mawla
Production Company Producer	Rawad Keyrouz
Videographer	Charles Hatem
	Nidal Bou Ghanem
Account Director	Lilas Sinno