The One Show
The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.
Category
Out of Home / P.O.P. & In-Store
Annual ID
OS_DI20_053M
About the Work
March 18th is Equal Pay Day in Germany - a day nobody really notices. Few realise that Germany has a gender pay gap of 21% - the 2nd largest in Europe. To highlight this inequality, BVG created the Frauenticket (Women’s Ticket) - the world’s first ticket allowing women to travel for 21% less. On Equal Pay Day, BVG brought the Women’s Ticket to over 600 ticket machines across Berlin and installed a special Women’s Ticket Machine in the city centre. The machine used gender recognition technology to identify women and offer a full range of 21% discounted tickets - even yearly tickets with savings of 160 euros. The Women’s Ticket brought the German equal pay discussion into global news on March 18th. But paying 21% less won't solve the problem - earning 21% more will. That's why BVG used the action as a recruitment drive promising Berlin women guaranteed equal pay for equal work. The BVG Women's Ticket story brought the Gender Pay Gap discussion onto the evening news of every German broadcaster on Equal Pay Day, March 18th. The initiative sparked a discussion on gender equality and equal pay all over the world.
2020 Awards
Total Points: 2
Merit
Credits
Agency
SERVICEPLAN GERMANY / Munich
MEDIAPLUS GERMANY / Munich
Serviceplan Group / Global
Production Company
MediaMonks / Hilversum
Music / Sound Production Company
LOFT Soundstudios / Berlin
Post Production Company
Cubird / Berlin
PX1 Berlin / Berlin
Art Director
Wenke Möller-Madhana
Nils Frankenbach
Jonas Köksal
Chief Creative Officer
Alexander Schill
Zhong To
Creative Director
Myles Lord
Chrisy Srisanan
Executive Creative Director
Claudia Maria Kirchmair
Producer
Oliver Rinh
Raoul Storme
Creative Team
Karlijn Hendriksen
Account Team
Philipp Krause
Sandra Bergström
Jana Dreger
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