Fifty Fifty Lebanon - "Close The Gap Case Film"

Impact BBDO

Impact BBDO Dubai, Vereinigte Arabische Emirate

Awards

3219

Diese Werbung ist Teil der Kollektion ACT Responsable

Marke: Fifty Fifty Lebanon
Länder: Vereinigte Arabische Emirate

Werbende: fiftyfifty

Titel	Close The Gap Case Film
Agentur	Impact BBDO
Kampagne	Close The Gap
Werbende	fiftyfifty
Marke	Fifty Fifty Lebanon
Datum der ersten Ausstrahlung/Veröffentlichung	2020 / 2
Produkt	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%
Medientyp	Integrated Media/360 Activation
Länge	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
Etatdirektor	Rima Hussein
Filmproduzent/Produzent	Ann Geleen Amparado
Motion and Image Making Lead	James Keith Elgie
Creative Services Director	Tennyson Torcato
Typografie	Nabil Al Mawla
Filmproduzent/Produzent	Rawad Keyrouz
Videographer	Charles Hatem
	Nidal Bou Ghanem
Etatdirektor	Lilas Sinno