The global TBWA network has released a campaign in conjunction with International Women’s Day (March 8) to stress the importance of recognizing women’s issues as everyone’s issues, most crucially in the workplace, and to echo the International Women’s Day 2016 dedicated theme: A Pledge for Parity.
Branded “Take The Lead,” this campaign includes a two-minute film featuring men from around the global TBWA network, from all levels, specialties and backgrounds, reciting actual quotes from their female peers. These quotes were solicited via an anonymous global survey in which women in the industry were asked to voice some of the issues and injustices they have faced, or expect to face, throughout their advertising careers.
TBWA regional offices around the globe are activating the campaign on March 8th both in their offices and via social media with physical and digital posters and banners, and well as localized :15 films.
The “Take The Lead” campaign was born out of observations that, despite the recent and welcomed surge of female-focused equality initiatives, the ad industry continues to lack the critical mass of male counterparts to champion the cause for equality.
The campaign aims to emphasize both the irony of these sentiments coming from the mouths of men, and more importantly, to underscore the fact that the issues faced by women cannot and should not be challenged or changed by women alone.
“Take The Lead” is part of a larger TBWA initiative, Project 2020, which was launched in summer 2015 as a challenge to increase women in leadership roles across the TBWA network by 20% by the year 2020. The initiative, led by Erica Hoholick, president of TBWAMedia Arts Lab, charges each TBWA office to bring awareness, spark conversations and make concrete strides to achieve more balanced workplace.
Participants include ad legends like Lee Clow, Jean- Marie Dru and John Hunt in addition to nearly 100 hundred men from the TBWA network.
The short film was directed by Lauren Smith and Brydon Gerus who served as creative directors on the campaign.
CreditsClient TBWA Network’s “Take The Lead” Initiative Agency TBWA global network Erica Hoholick, president, TBWA\Media Arts Lab; Duncan Milner, chief creative officer; Julia Leach, executive creative director; Lauren Smith, Brydon Gerus, creative directors/directors; Erica August, producer; Fernando Cardenas, DP; Matt Litwiller, editor; Maureen Mihalik, Genevieve Shah, digital producers; Helen O’Neill, Sara Clark, Jessica Gerweck, art producers; Karen Ruth, studio design; Emilie Levienaise-Farrouch, music.
Top Spot of the Week: EHRAC, Animation Studio NOMINT Depict Life “In Limbo” As Families Search For Loved Ones
This animated film titled In Limbo depicts the journey of a heroic woman protagonist representing the countless families in the North Caucasus of Eastern Europe (where Chechnya is situated) searching for their forcibly disappeared loved ones. Utilizing theatrical elements, the film highlights the unnatural disruption caused by enforced disappearances and delves into the profound trauma these families endure. It emphasizes their long battles with the domestic authorities as they seek answers. The film also underscores the vital role of community support in helping these families cope and continue their fight for answers, serving as a compelling call to action for justice and human rights.
Through intimate storytelling, In Limbo raises awareness of the ongoing uncertainty that leaves families in a perpetual state of limbo, unable to find closure.
Directed by Afterman--the animation duo consisting of Tsvetelina Zdraveva and Jerred North--and created and produced by London-based animation studio NOMINT, In Limbo was commissioned by the European Human Rights Advocacy Centre (EHRAC).
In a joint statement, Zdraveva and North shared, “Our film takes place on a theater stage, highlighting how such tragedies are far removed from ordinary life,” they continued. “The stage is circular, resembling an artificial, perpetually spinning obstacle course, with a target—the red tail lights—just within sight yet never within reach, symbolizing the family’s never-ending quest for justice.”
“We used a limited primary color palette to contrast the two worlds all families are pulled between. Minimalist compositions of starkly silhouetted characters and environments create the ominous atmosphere of a deeply painful and... Read More