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Fem Currency

Fem Currency | Paisley | Mayd
下载原始文件 下载原始文件 JPG | 3530x2502px
基本信息
行业: 服装
媒体:设计与品牌
风格: Minimalism
说明cnen
Background

The unadjusted Gender Pay Gap in Germany is 21%*. Meaning that women earn 21% less than men. So our mission was clear: creating a fair world for women and this with a real small budget* (Source: Federal office of statistics, 2017).

Describe the creative idea (40% of vote)

With the launch of its first women's collection, fashion brand PAISLEY wants to start a new era for women on a much bigger scale. With FEM - a new currency for women only, worth 21% more than any existing currency. So women who visit the PAISLEY store can exchange their money into FEM and get 21% more for it. Within PAISLEY and all partner shops.

Describe the execution (40% of vote)

Like any currency, FEM has its own, specially designed notes. Each one of them highlights a historic female figure who helped shape our society and pave the way for all women today. To avoid misuse the FEM notes have also several security features: like water marks, special imprints and individual serial numbers that start with the birthday dates of our historic heroes.

List the results (20% of vote)

Thanks to PAISLEY there is no actually Gender Pay Gap in the PAISLEY Store or all participating ones. FEM is requested by more than 15 stores worldwide by now. The PAISLEY women’s collection was sold out within 2 weeks. And the campaign achieved an increase of 233% in store visitation and 285% in sales compared to the previous year.
制作信息
品牌:
广告公司:
制作公司:
奖项
戛纳国际创意节 2019
入围 设计
Promotional Printed Media
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