EQUALITV
Showing on national TV how inequality actually looks like.
Tiendas La Sirena, one of the most important retailers and employers in the Dominican Republic, wanted to raise awareness against the serious disadvantages and lack of representation that Dominican women face in the workforce. There, gender inequality is so normalized that the problem seems to be invisible.
We knew our strategy needed to go beyond the power of words to bring this unseen issue visibly to light, so we teamed up with a group of key opinion leaders to show on national TV, in a truly disruptive way, the real situation of the Dominican women and their life long fight to reach equality.
Date: March 2017
Client: Tiendas La Sirena
Role: Creative Supervisor, Copywriter | Pagés BBDO, Santo Domingo
CANNES LIONS 2017
Media – Bronze
FESTIVAL EL SOL 2017
Branded Content – Bronze
Media – Silver
FESTIVAL VOLCÁN 2017
Audiovisual – Grand Prix
Audiovisual (Branded Content) – Gold
Media (Use of offline media) - Silver
OJO IBEROAMÉRICA 2017
Sustentable – Silver
Media – Bronze
PR – Bronze
Digital PR – Silver
FESTIVAL OF MEDIA LATAM AWARDS 2017
Best Use of Influencer - Gold
New Best Campaign for Local Brand - Gold
THE GUNN REPORT 2018
Global Campaign Ranking no. 58
By performing this simple action in the most prominent primetime shows, we caught the attention of the audience, sparking a much needed conversation in the nation
