Women in Switzerland still earn 20% less than men for exactly the same work. This wage gap was applied to consumer goods. In German, the suffix ‘-in’ is added to many nouns to create the feminine from. The agency took German names of products that only exist in the masculine form, such as Bohrer (Drill), and added the suffix ‘-in’ (Bohrerin), to create a feminine version of the same product. The feminine version was then advertised significantly cheaper.
Women should not be worth less
Awards
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Promotions & New Media
Promotions
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Print & Outdoor
Newspaper Advertising
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Details
Categories:
Country:
Year:
Credits
Client:
Frauenzentrale Zurich
Agency:
Agency Producer:
Cem van der Schaar
Benjamin Kaegi
Art Director:
Daniel Ahrens
Brand Director:
Alain Goetschi
Copywriter:
Jan Kempter
Creative Director:
Thomas Wildberger
Urs Schrepfer
Graphics:
Gregory Hedrich
Photographer:
Felix Streuli
Senior Brand Director:
Candido Righetto
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