Campaign: More than 70%

WPP company:
J. Walter Thompson São Paulo
Instituo AzMina


In Brazil, the gender pay gap means that on average women earn just 70% of what men earn in the job market. This campaign featured songs by three female singers with each song stopping at 70% of the way through.

Results & Awards:

  • $790,000 in free media.
  • 17.5m impressions.
  • 143,000 hours of music donated to the charity.
  • Cannes Lions 2017: Silver, 3 Bronze.
  • Clio Music Awards: Gold, Silver.
  • El Ojo de Iberoamérica: Silver, Bronze.
  • Smarties Awards LATAM: 3 Silver, Bronze.
  • 5 - gender equality
  • 10 - reduced inequalities