The commercial aims at raising awareness about the issue of Gender Gap in the business world and work environment and it is addressed, in particular, to employers and managers. Thanks to an interesting metaphor, the escalators as a representation of the career, the video highlights that women conditions at work are not the same of men. The gesture of pushing the emergency buttons represent a call to action: the society should change in order to give everyone the possibility to express his/her potentialities.
Video realized by: Marta Abruzzese, Daniela Arienti, Valentina Borin, Carla Cariello, Nadia Conti.
Translation: 1) In the business world, women are forced to greater effort; 2) "Premiamo" (in Italian the verb "premiamo" means both push and recognize/reward) the equality. Campaign for Gender Equality.
Premiamo la parità spot has won the first prize in video category in "On the move 2014" contest, promoted by Pubblicità Progresso, the most important istitution for social communication in Italy.
It has been awarded during the 10th international conference of social issue advertising on 27th October 2014 and it has been broadcasted by the official regional tv newscast.
This booklet explains all the creative process behind this project: from the first research about the social issue to the phisical production of the video.
This booklet is the result of a PERSONAL RESTYLING
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