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