Campaign: More than 70%

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WPP company:: J. Walter Thompson São Paulo
Client:: Instituo AzMina

Overview

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.