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More Than 70%

basics
Industry: Culture, Recreation & Sport
Media:TV & Cinema
Market:Brazil
Style: Minimalism
descriptioncnen
Strategy

We invited three of the biggest Brazilian singers to protest against the gender wage gap. Each of them kindly donated 30% of their songs, sending a very important message at the end of each one: the raise of awareness about unequal wages between men and women in the job market.
CampaignDescription

We reproduced only 70% of the artists' songs on various audiovisual platforms. And we used the other 30% to protest against wage inequality, sending out a message to raise awareness of this reality.
Execution

During the month of March, these artists' songs were played on various platforms. Each song was reproduced normally, until it reached 70% of the reproduction, when it would stop. After the silence, the message of protest heard was this:“Yes, this song has stopped. But for an important reason. It has stopped after 70% of its reproduction because women, on average, earn only 70% compared to men in the job market. And for this reason, it's only fair that they work accordingly to what they earn, right? Today, this artist chose to use the 30% remaining of her song to protest. And to remind everyone that wage inequality still exists. But it shouldn’t. Learn more about this and other issues that can interfere with your life. Access AzMina.”
Relevancy

The campaign uses various entertainment platforms to draw attention to the problem of the gender wage gap. The participation of Brazil's biggest artists creates a strong integrated campaign, reaching thousands of people through music.
Synopsis

In Brazil, women still earn, on average, only 70% of what men earn in the job market. And worst of all: a lot of them were not even aware of the fact. So, we found a way to let them know about the gender pay gap in an impactful, creative way. by using music as a means of protest.
Outcome

143,038 hours of music donated to the cause;- 2,530,000 BRL in earned media;- 17,437,025 impressions;- On March 23rd 2017, #MoreThan70 was part of the International Labour Organizations’s agenda;- MTV adopted and broadcasted the campaign throughout May/June 2017.
credit
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Other credit:Entrant Company: J. WALTER THOMPSON BRAZIL, São Paulo, Brazil
Media Agency: J. WALTER THOMPSON BRAZIL, São Paulo, BRAZIL
PR Agency: J. WALTER THOMPSON BRAZIL, São Paulo, BRAZIL
Agency Producer Director, Marcia Lacaze, J.Walter Thompson
Editor/Motion, João Victor Albuquerque, J.Walter Thompson
Motion, Marcus Prados, Marco Loschiavo, J.Walter Thompson
Account Team, Carolina Amaral, Luiza Tofeti, Andressa Tamburini, Thiago Galdi, J.Walter Thompson
Head of Operations & Client Services, Ana Hernandez, J.Walter Thompson
Head of Media, João Dabbur, Camila Bertoli, J.Walter Thompson
Media Manager, Gabriela Amato, J.Walter Thompson
Head of Strategy, Bertrand Cocallemen, J.Walter Thompson
Agency Producer, Carolina Florentino, J.Walter Thompson
Music Artist, Daniela Mercury, Tiê, Valesca Popozuda, -
awards
The One Show 2018
Merit Branded Entertainment
Innovation in Branded Entertainment
Cannes Lions International Festival of Creativity 2017
Silver Entertainment for Music
Artist as an Ambassador for a Cause
Cannes Lions International Festival of Creativity 2017
Shortlist Entertainment
Audio Content
Cannes Lions International Festival of Creativity 2017
Shortlist Entertainment
Excellence in Brand Integration into Existing Content
Cannes Lions International Festival of Creativity 2017
Shortlist Entertainment
Excellence in Partnerships with a Talent
Cannes Lions International Festival of Creativity 2017
Shortlist Promo & Activation
Corporate Social Responsibility
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