11: BRAND PURPOSE (Brand Activism)
Equality Spell Check - Lenovo
|Title of Entry:||Equality Spell Check|
|Client:||Claire Carter,Bushra Nasr|
|Entrant Company:||Wunderman Thompson Dubai|
|Creative Agency:||Wunderman Thompson Dubai|
|Duration of Entry:||01:59|
|Chief Creative Officer:||Executive Creative Director: Pablo Maldonado|
|Art Director:||Senior Art Director: Saymon Medeiros|
|Copywriter:||Senior Copywriter: Waleed Bachnak|
|Account Executive:||Lara Medanat, Kalid Elali, Ioanna Mavroeidi, Manon Gobet|
|Account Manager:||Sr. Account Director: Irmak Aktas, Layal Azar|
|Production Company:||CANJA Audio Culture|
|Producer:||Developer: Jalal Wehbi|
|Date of Release:||2020-02-15|
|Director:||Tech development: Jaafar Serhan|
|Notes:||The MENA region loses USD 575 billion per year due to the barriers women face in the workplace daily according to PWC.
Women face significant challenges and inequalities in the workplace that men don’t realize. We wanted to highlight this issue in an attention-grabbing way that simply couldn’t be ignored. So, we chose to utilize a medium that people at work use every day, MS word.
We combined data and hard-hitting facts to develop an innovative plug-in for MS word. When downloaded, this plug-in highlighted hundreds of everyday workplace words as incorrect. And when clicked on, we revealed the meaning these words hold for women by providing facts about gender inequality in the workplace.
We also created a website where people could download our plug-in and learn valuable advice on how to take tackle inequality in their workplace. Our site was promoted with outdoor posters in key business districts, social content on Facebook, Instagram, Twitter, and LinkedIn. It was also sent by email directly to 3000 key figure heads at companies across the MENA region.
By targeting and engaging our audience in an unexpected way, we gave them a unique brand experience, leading them to reflect on themselves and their own workplace, while also encouraging them to join the conversation and make a positive change
By modifying the world’s most used program, we modified people’s behavior. And reminded them that actions speak louder than words.
Note for the Jury: Plug-in and installation video for PC & Mac at http://equalityspellcheck.com/
|Editor:||Soheil Magdi, Valerie Pinto|
|Sound Engineer:||UI UX Designer: Diogo Borges|
|URL Link (optional):||http://equalityspellcheck.com/|
|Other Credits:||Designer: Erick Canedo|
|Other Credits:||Head of Strategy: Álvaro Bretel|
|Other Credits:||Strategist: Dina Alsharif|
|Other Credits:||Social Media Director: Hisham Othman|
|Other Credits:||Videographer: Angélica Tenorio|
|Other Credits:||CMO Lenovo: Claire Carter|
|Other Credits:||Marketing Manager Lenovo: Bushra Nasr|
|Other Credits:||CEO MENA: Nassib Boueri|
|Other Credits:||General Manager: Faysal Abdul Malak|