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GEA: Woman's Day Video
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GEA - GENDER EQUALITY ALLIANCE
Gender Equality Alliance (GEA) is an organization that stands for an inclusive culture, equality, and unlocking the powerful synergy between digitalization, e-commerce, and woman.
Following the success and virality of our first video for GEA, we faced the challenge of matching those achievements with our next project. This time, the focus was on International Women's Day, with the theme centered around inequality in the workplace. Our goal was to create a video that would not only be widely appealing but also relatable to as broad an audience as possible.
We chose to adhere to the successful approach of our previous video – creating a short film that conveys the message through engaging, relatable dialogues, and a clever punchline. The setting was straightforward – a typical workplace, highlighting the social dynamics between genders in a male-dominated environment.
While we acknowledged the use of clichés, our strategy was to employ them as a build-up to the finale, rather than the central message of the video. Our aim was to craft a scenario that, while familiar, would still feel original if we executed the twist effectively.
From our pre-script development interviews, it became evident that a major frustration among women regarding Women's Day is the superficiality of the celebration. Gifts and presents often seemed to superficially compensate for ongoing injustices, rather than addressing them meaningfully.
Therefore, we decided to challenge these token symbols – the customary gifts and flowers, and particularly the pot, symbolizing the lack of meaningful discussion. The bigger and clumsier the pot, we noted, the greater the gender-based inequality and injustice it represented over the year. Just like the pot, substantive discussions on these issues in companies and organizations are often awkward and difficult to handle.
Our focus was to highlight this – sometimes the pot simply isn't big enough to contain all the injustices of the year. Beyond just pointing out the problem, we aimed to offer a solution and facilitate discussions within companies. Alongside the video, we launched a campaign where we sent pots like the one in the video, complete with a letter and usage instructions, to major employers nationwide.
The final product was a video that almost felt like a short film, captivating the audience's attention, as evidenced by the analytics. We developed the characters through a series of three scenes, leading up to the punchline and the story's moral.
The video quickly gained traction, amassing over 500 shares and more than 50,000 views within the first few days of its release on social media. Additionally, we received significant attention through social media posts from companies that received our branded pots and letters.
