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Smells Like Inequality
Agency TAXI / Toronto/Montreal/Vancouver/New York + Canadian Women's Foundation / Toronto + Spark Candles / Toronto
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Category
Social Post / Single
Annual ID
OS_SM20_045M
About the Work
Even though it’s illegal in Canada to pay women less than men, the gender pay gap still exists in every province. On average, women make 75 cents for every dollar men make. While discussion on Canada’s persistent gender pay gap had dwindled, people couldn’t stop talking about Gwyneth Paltrow’s This Smells Like My Vagina candle that cost $75. Three days later, we took this opportunity to steer the conversation towards the gender pay gap, creating a This Smells Like My Penis candle for $100. With no difference in functionality between the two candles, the price difference highlights the disparity between men and women’s pay in Canada. We made a ridiculous candle to bring attention to an even more ridiculous issue – one that had all but faded into the background of Canadian discourse. All proceeds from the sold-out candles went to the Canadian Women’s Foundation and their fight for equal pay. In the end, the candle’s message was heard nationwide and further. It ignited an international conversation about gender pay inequality, reaching from Germany to Nigeria, Mexico to South Africa, and all across the globe.
2020 Awards
Total Points: 2
Merit
Credits
Agency
TAXI / Toronto/Montreal/Vancouver/New York
VMLY&R / Kansas City
Client / Brand
Canadian Women's Foundation / Toronto
Production Company
Spark Candles / Toronto
Art Director
Reid Plaxton
Chief Creative Officer
Debbi Vandeven
Jason Xenopoulos
Executive Creative Director
Alexis Bronstorph
Kelsey Horne
Producer
Kelsey-Lynn Corradetti
Writer
Allegra Wiesenfeld
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