Equal Payday – Satisfaction
Equal Payday is a worldwide organization that pleads for equal pay for women. The campaign is a Belgian initiative by the organization ‘Zij-kant’ (her-side).
On average, women earn 23% less than men and this inequality is brought to mind every year at the end of March. (because women have to work a year and 3 months (till March) to earn as much as men do in a year). The idea behind the campaign was that ‘getting paid less equals having to work longer’
mortierbrigade has done a remake of the world famous Benny Benassi video ‘Satisfaction’.
In the original video you see sexy young women handle power tools in a highly sensual way. In the new video the babes have become old women who are still doing the same work.
Advertised brand: zij-kant / equal payday
Advert title(s): Satisfaction the granny remake
Headline and copy text (in English): The less you earn, the longer you work. Close the wage gap.
Advertising Agency: Name, City, Country: mortierbrigade Brussels
Agency website: http://www.mortierbrigade.com
Creative Director: jens mortier, joost berends, philippe deceuster
Art Director: Dieter Vanhoof
Copywriter: Niels Schreyers
Producer: Charlotte Coddens
Production company: Rabbit
DIrector: Raf Reyntjens
Film producer: Jonas van Herp
Published: March 2011