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  • SUB CATEGORY :
    LOTUS ROOTS
  • COMPANY ENTERING :
    J. WALTER THOMPSON HONG KONG, HONG KONG
  • TITLE :
    #MYREALCAREERLINE
  • BRAND :
    THE WOMEN’S FOUNDATION
  • ADVERTISER :
    THE WOMEN’S FOUNDATION LIMITED
  • AGENCY :
    J. WALTER THOMPSON HONG KONG, HONG KONG
  • CHIEF CREATIVE OFFICER :
    SIMON WELSH
  • GROUP CREATIVE DIRECTOR :
    WILSON ANG
  • ASSOCIATE CREATIVE DIRECTOR :
    MAX FUNG
  • COPYWRITER :
    KIEFER MCKENZIE
  • ART DIRECTOR :
    EDMOND LEUNG/IAN JAHNG/SZELOK WONG
  • ACCOUNT DIRECTOR :
    GEMMA SWINGLEHURST
  • ACCOUNT EXECUTIVE :
    STEPHANIE CHEUNG
  • HEAD OF STRATEGIC PLANNING :
    JOCELYN TSE
  • AGENCY PRODUCER :
    ANTHONY LEUNG/POCKY CHAU
  • FILM PRODUCTION COMPANY :
    SUCH FILMS, HONG KONG
  • DIRECTOR :
    BUDMING
  • CULTURAL CONTEXT EXPLANATION :
    WE BUILT OUR CAMPAIGN AROUND A POPULAR CANTONESE PHRASE THAT UNIQUELY ENCAPSULATES THE WHOLE ISSUE. IN HONG KONG, THE MOST WIDELY USED TERM FOR A CLEAVAGE IS "SI YIP SIN", MEANING ‘CAREER LINE’, A PHRASE WHICH ASSOCIATES A WOMAN’S SUCCESS WITH HER APPEARANCE RATHER THAN HER TALENT. OUR IDEA WAS TO CHALLENGE THE USE OF CASUAL SEXISM AND CELEBRATE THE REAL DRIVERS BEHIND A WOMAN’S SUCCESS, BY REDEFINING WHAT A ‘CAREER LINE’ REALLY MEANT AND LAUNCHING THE #MYREALCAREERLINE CAMPAIGN.
  • IN CASE THE WORK IS ALSO SPENT SMALL BUDGET, ENTRANT SHOULD CLEARLY INDICATE A BREAKDOWN OF THE BUDGET WHICH THE TOTAL BUDGET UNDER USD 200,000 :
    THE TOTAL BUDGET INCLUDING MEDIA WAS HK$392,196 (USD50,300). PLEASE FIND BREAKDOWN AS FOLLOWS: FILM PRODUCTION: HK$205,500 POP-UP SURGERY: HK$151,600 PRINT PRODUCTION: HK$10,150 CAMPAIGN WEBSITE: HK$7,846 PRESS CONFERENCE: HK$7,100 MEDIA: HK$10,000
  • CAMPAIGN SUMMARY :
    IN HONG KONG, LIKE MOST OF THE WORLD, OBJECTIFICATION OF WOMEN AND GENDER INEQUALITY IN THE WORKPLACE ARE STILL MAJOR ISSUES. THE WOMEN'S FOUNDATION IS A LOCAL NGO WHOSE REMIT INCLUDES FIGHTING GENDER STEREOTYPES AND PROMOTING EQUAL OPPORTUNITY AT WORK. THEY’D COMMISSIONED RESEARCH THAT SHOWED 40% OF WOMEN HAVE HEARD INAPPROPRIATE COMMENTS ABOUT THEIR BODY PARTS AT WORK. OUR BRIEF WAS TO PROVOKE A DEBATE ABOUT DISCRIMINATION AND OBJECTIFICATION AT WORK. AND TO ENCOURAGE MEDIA COMPANIES AND EMPLOYERS TO ACTIVELY SHOW SUPPORT FOR EQUALITY AND RESPECT. ALL ON AN EXTREMELY LIMITED BUDGET. WE BUILT OUR CAMPAIGN AROUND A POPULAR CANTONESE PHRASE THAT UNIQUELY ENCAPSULATES THE WHOLE ISSUE. IN HONG KONG, THE MOST WIDELY USED TERM FOR A CLEAVAGE IS "SI YIP SIN", MEANING ‘CAREER LINE’, A PHRASE WHICH ASSOCIATES A WOMAN’S SUCCESS WITH HER APPEARANCE RATHER THAN HER TALENT. OUR IDEA WAS TO CHALLENGE THE USE OF CASUAL SEXISM AND CELEBRATE THE REAL DRIVERS BEHIND A WOMAN’S SUCCESS, BY REDEFINING WHAT A ‘CAREER LINE’ REALLY MEANT AND LAUNCHING THE #MYREALCAREERLINE CAMPAIGN.
  • THE BRIEF :
    IN HONG KONG, LIKE MOST OF THE WORLD, OBJECTIFICATION OF WOMEN AND GENDER INEQUALITY IN THE WORKPLACE ARE STILL MAJOR ISSUES. THE WOMEN'S FOUNDATION IS A LOCAL NGO WHOSE REMIT INCLUDES FIGHTING GENDER STEREOTYPES AND PROMOTING EQUAL OPPORTUNITY AT WORK. THEY’D COMMISSIONED RESEARCH THAT SHOWED 40% OF WOMEN HAVE HEARD INAPPROPRIATE COMMENTS ABOUT THEIR BODY PARTS AT WORK. OUR BRIEF WAS TO PROVOKE A DEBATE ABOUT DISCRIMINATION AND OBJECTIFICATION AT WORK.
  • THE STRATEGY :
    WE BUILT OUR CAMPAIGN AROUND A POPULAR CANTONESE PHRASE THAT UNIQUELY ENCAPSULATES THE WHOLE ISSUE. IN HONG KONG, THE MOST WIDELY USED TERM FOR A CLEAVAGE IS "SI YIP SIN", MEANING ‘CAREER LINE’, A PHRASE WHICH ASSOCIATES A WOMAN’S SUCCESS WITH HER APPEARANCE RATHER THAN HER TALENT. OUR IDEA WAS TO CHALLENGE THE USE OF CASUAL SEXISM AND CELEBRATE THE REAL DRIVERS BEHIND A WOMAN’S SUCCESS, BY REDEFINING WHAT A ‘CAREER LINE’ REALLY MEANT AND LAUNCHING THE #MYREALCAREERLINE CAMPAIGN.
  • THE EXECUTION/THE EXECUTION & CRAFT :
    FOR PHASE ONE, WE SET UP THE (FAKE) CAREER LINE COSMETIC SURGERY. WE CREATED FACEBOOK ADS BASED ON ONLINE QUOTES HOW A MORE PROMINENT ‘CAREER LINE’ COULD BOOST YOUR CAREER PROSPECTS AND PROVOKED THE OUTRAGED REACTION WE’D HOPED FOR. THEN, ON INTERNATIONAL WOMEN’S DAY, THE WOMEN’S FOUNDATION HELD A PRESS CONFERENCE REVEALING THE REAL REASON FOR THE CAMPAIGN AND THE #MYREALCAREERLINE MESSAGE. OUR FILM FEATURED SOME OF HONG KONG’S MOST FAMOUS FEMALE ICONS SHARING THE REAL REASONS FOR THEIR SUCCESS. ON OUR WEBSITE, PEOPLE COULD CREATE THEIR OWN #MYREALCAREERLINE MESSAGES AND SHARE THEM ON FACEBOOK.
  • THE RESULT :
    OBJECTIVE: RAISE ATTENTION ON THE ISSUE AMONGST GENERAL PUBLIC. RESULTS: • TOTAL IMPRESSION: 900,000,000,000 (UNPAID MEDIA AND SOCIAL IMPRESSIONS) • TOTAL REACH: 6,240,702,778 (INCL. SOCIAL) OBJECTIVE: SEE A CHANGE IN USE OF STEREOTYPES IN JOURNALISM. RESULT: •THE WEEK AFTER THE LAUNCH, THE SOUTH CHINA MORNING POST RELEASED A STATEMENT IN WHICH THEY APOLOGISED FOR A RECENT ARTICLE THAT STEREOTYPING AND OBJECTIFYING WOMEN AND ANNOUNCED THEY WERE REVIEWING THEIR EDITORIAL POLICY. OBJECTIVE: GAIN MEDIA SUPPORT ON PROMOTING FEMALE EQUALITY. RESULTS: • MEDIA REVENUE EARNED (SCMP, MARIE CLAIRE AND TATLER, SHE.COM) APPROX.HK$ 5,000,000 • THE EARNED MEDIA VALUE GENERATED 500X RETURN ON EVERY MEDIA DOLLAR SPENT. • ROI: 12.6% FOR A TOTAL BUDGET OF HK$382,196(US$50K) • EVEN THE CITY’S MOST POPULAR WEBSITE APPLEDAILY.COM, WHO HAD PREVIOUSLY UPLOADED THREE OR FOUR ‘CAREER LINE’ VIDEOS A DAY, GOT BEHIND THE CAMPAIGN. WE RAISED PUBLIC AWARENESS GENERALLY ABOUT SEXISM AT WORK WITH THE BROADLY USED TERM ”CAREER LINE” AND INSPIRED OUR FEMALE TARGET GROUPS THAT FEMALE EQUALITY IS SOMETHING THAT WE STILL HAVE TO FIGHT FOR AND WITH THEIR COLLECTIVE EFFORT WE CAN MAKE A DIFFERENCE. WE ALSO CELEBRATED WOMEN’S ACHIEVEMENTS AND ASPIRATIONS IN THEIR OWN RIGHT INSTEAD OF DEFINING THEM WITH THEIR APPEARANCE.