Ad of the Day | Equal Pay Day: Eternal Pregnancy

9.3

Media Type:

Film Film

Brand

brand

Agency

agency

Country:

Belgium

Wouldn’t it be better to postpone having children until you’ve retired? That may be the only solution if women want to earn as much as their male counterparts. In Belgium, women still have to bridge a 24% wage gap before they earn as much as men. As part of its latest spot for Equal Pay Day, mortierbrigade suggests that it’s better to wait until the end of your career to have kids. The plot follows the life of a pregnant woman and conveys a powerful message: “Women still have to choose between a career and a family ”. In 2020, women earn 24% less than men on average. This means that they have to work 3 extra months before they’ve bridged the wage gap. That gap can be attributed in part to the arrival of children. This often curbs female careers because almost half of women (44%) end up working part-time, as opposed to one in ten men (11%). To create awareness about this inequality, mortierbrigade and partner in crime Lionel Goldstein have created an advertising spot that distinctly advises women to curtail their desire to have children until they’re retired. The spot is being launched on the occasion of European Equal Pay Day (27 February). This year, the awareness campaign is also taking a close look at the self-employed income gap. In fact, Eline De Munck, an entrepreneur, actress and eyewear designer, is the organisation’s ambassador for 2020.

Credits

Advertising Agency:

Mortierbrigade, Brussels, Belgium

Partner & CEO:

Jens Mortier

Partner & Executive Creative Director:

Joost Berends

Partner & Brand Design Director:

Philippe De Ceuster

Creatives:

Nicolas Gaspart, Frédéric Zouag

Head of Production:

Charlotte Coddens

Strategy:

Dorien Mathijssen

PR Manager:

Anne-Cécile Collignon

Social Media Manager:

Jonas Van Bael

Production Company:

Czar

Director:

Lionel Goldstein

Executive Producer:

Eurydice Gysel

DOP:

Grimm Vandekerckhove

Art Direction:

Tanker

Editor:

Olivier Lambrechts

Post Production:

Czar

Post Producer:

Bieke De Keersmaecker

Grading:

Olivier Ogneux

Online:

Stijn Van Assche

Music:

Garfunkel & Oates

Soundstudio:

Raygun

Date:

February, 2020

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