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  • SUB CATEGORY :
    BEST INTEGRATED MEDIA CAMPAIGN
  • 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
  • RETOUCHER :
    COLIN CHAN/DICK CHAN
  • AGENCY PRODUCER :
    ANTHONY LEUNG/POCKY CHAU
  • FILM PRODUCTION COMPANY :
    SUCH FILMS, HONG KONG
  • DIRECTOR :
    BUDMING
  • 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 :
    ON A VERY LIMITED BUDGET, THE CAMPAIGN GOT OVER 900 MILLION UNPAID MEDIA AND SOCIAL IMPRESSIONS. POLITICIANS, NEWSPAPER EDITORS, AND OTHER HIGH PROFILE CELEBRITIES, CEOS AND BLOGGERS SHARED VIDEOS OF THEMSELVES RIPPING UP THE ‘CAREER LINE’ POSTER AND DECLARING THEIR SUPPORT.
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