The One Show

The One Show is the world's most prestigious award show in advertising, design and digital marketing. For 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has had a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.

2023 One Show - Brand-Side / In-House

FORTALEZA

Agency draftLine / Bogotá + Abaco films / Bogotá

Client AB-INBEV CLUB COLOMBIA

Category

Campaigns for Good

Annual ID

OS23_BS032M

About the Work

In Colombia, the unemployment gap for women is 60% higher than for men. On top of that, there is a law that restricts the maximum weight women can lift at work to only 12.5 kg, excluding them from job opportunities in factories and production plants. How could we narrow the gender gap in an industry historically dominated by men? We replaced all the manual equipment so that technology would allow them to lift the weight that the law did not. We trained them in different areas and turned the first 40,000 Club Colombia beers produced on the line into the Fortaleza Pack, which included exclusive job offers so that more women could work at our plant. By 2024, the women's production line will be replicated in all plants in Colombia" +2,500 women enrolled in the program +100 women currently operating in our brewery Top 10 Most Inclusive Companies in Colombia

2023 Awards

Total Points: 3

Merit

Credits

Internal / In-House Agency

draftLine / Bogotá

Production Company

Abaco films / Bogotá

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