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Category
CSR - Brands, Products & Services / Brands, Products & Services
Annual ID
PR16015B
About the Work
ANZ’s Equal Future campaign tapped into a simple, compelling fact: girls start ahead in life. They learn to speak, read and write before boys do. Yet women often end up far behind men, particularly financially. Starting with this troubling insight, we commissioned the connolly partnership to produce a white paper examining the gender divide. We then signed up Oscar-winning director Jane Campion (the only female director to ever win the Cannes Palm d’or) to execute an online film protesting this bias. For the media launch, we enlisted another female trailblazer – Australia’s first-ever female prime minister, Julia Gillard. And at the launch, we announced ANZ’s #equalfuture initiatives, including: extra superannuation payments to their female employees, plus additional payments to those on unpaid maternity leave. We then challenged Australia’s other large organisations to do the same. The campaign ran across tv, online video, pos, social media, editorial content and PR.
2016 Awards
Total Points: 10
Bronze Pencil
Credits
Agency
Whybin\TBWA Group / Melbourne
PR / Marketing Agency
The Connolly Partnership / Sydney
Production Company
Big Shell Films / Sydney
Mark Bradshaw, United UK & Nylon Studios / Sydney
The Editors / Sydney
Art Director
Mark Jones
Chief Creative Officer
Scott Whybin
Director
Jane Campion
Executive Creative Director
Paul Reardon
Photographer
Ari Wegner
Producer
Peter Knowles
Writer
Rob Hibbert
Agency Producer
Margot Ger
Janine Wertheim
Music / Sound
Mark Bradshaw
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