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DICK

Addressing gender pay gap with a special handshake.

Client

Equal Pay Day / ZIJkant

As the wage gap is still 22%, women have to work almost three months extra to get paid the same as men do. Although things are slowly getting better, men are still favored over women at the workplace. They are more easily hired, taken more seriously, obtain better positions or promotions and yes, are even paid more.

For Equal Pay Day 2023, we made a film involving a very special handshake, as it symbolizes a lot of things in the professional world. A deal concluded, trust granted, a contract signed or simply respect. All things harder to reach for women.

“Ranked #1 in top 5
creative ads of the week.

A brazenly hilarious take.”
“This Equal Pay Day PSA hilariously reveals the secret handshake of men.”
“An absurd dark comedy highlighting inequality”

This film received an unexpectedly wide international welcome, coming from a small Belgian organisation. It has once again revived the debate around a complex issue, and has brought a record number of visits to the website since its existence.

CREDITS

CEO Jens Mortier
ECD Joost Berends​
Brand Director Philippe De Ceuster
Creatives Geoffrey Masse, Nils Ides, Lionel Goldstein
Strategy Maaike De Wae
Head of Production Charlotte Coddens
Account Executive Evy De Koninck
DTP Vito Latorrata

Production Czar.be
Director
 Lionel Goldstein
Executive Producer
 Eurydice Gysel
Producer
 Martin De Sutter
DOP
 Grimm Vandekerckhove
Art Direction
 Tanker
Editor
 Manu Van Hove
Grading
 Olivier Ogneux
Post Producer
 Bieke De Keersmaecker
Online Editors
 Jef Neefs, Dries Derycke
Sound Mix
 Senstudio

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