A Belgian campaign from client ‘Zijkant – Equal Pay Day’ created by agency mortierbrigade stars a team of former elite Belgian athletes and promotes the 2022 iteration of Equal Pay Day (24 March).
The campaign spans film, radio and print ads, PR and activation and was spearheaded by a hero spot which uses athletes and an umbilical cord to highlight how women are often held back by motherhood, how they often sacrifice their career for their children, and also to encourage men to share the load as well and promote Equal Pay Day.
The ‘Equal Pay Day 2022’ spot, which rolled out across client and agency online channels from 14 March, stars six former Belgian champions: hammer thrower Kathleen De Wolf (six-time world champion), pole vaulter Karen Pollefeyt (five gold medals at the Belgian championship), hurdler Vita Van Belleghem (Several times Belgian champion all-around), synchronised swimmers Genevieve Michils and Alexandra Baes (Gold at the World Championship Masters Syncro), and gymnast Ellen Grillet (bronze at Belgian championship).
The campaign was created for Zijkant – Equal Pay Day marketers Vera Claes and Julie Van Garsse by a team from agency mortierbrigade which included CEO Jens Mortier, Executive Creative Director Joost Berends, Brand Design Director Philippe De Ceuster, Creatives (Film) Jannis Min Jou and Thomas De Boeck, Creatives (Radio) Nicolas Gaspart and Fred Zouag, Strategist Laura Deknock, Head Of Production Charlotte Coddens, Lead Producer Margaux Mariens and Cross Media Designer Vito Latorrata.
The production company was Czar with Directors Lionel Goldstein, Executive Producer Eurydice Gysel, Producer Maarten De Sutter and Photographer Koen Mortier.
Comment
mortierbrigade has been creating quirky campaigns for Equal Pay Day for more than a decade and this year the agency continued its commitment to the cause by producing another striking campaign about the persisting gender pay gap.
Research shows that after they give birth, mothers are often forced to switch to part-time work while fathers often continue to work full-time because of the pay gap itself and this further reinforces that gap.
2022 Equal Pay Day asks men to share the load at home to give women a fair chance in the world of work as, as long as tasks are not distributed fairly, mothers lose in the labour market.
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