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.

ENGLISH CONTEXT EXPLANATION :

WE BUILT OUR CAMPAIGN AROUND A POPULAR CANTONESE PHRASE THAT NEATLY AND 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 EDUCATION, TALENT AND DRIVE. THIS NOT ONLY DEVALUES WOMEN’S ACHIEVEMENTS, BUT MAKES SEXISM MORE PERMISSIBLE IN THE WORKPLACE. 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.

URL :

http://www.awardmaterials.com/MyRealCareerLine