11: BRAND PURPOSE (Brand Activism)

MIND THE GAP - Public Transport - Berliner Verkehrsbetriebe (BVG) JPG

MIND THE GAP - Berliner Verkehrsbetriebe (BVG)
Public Transport

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MIND THE GAP - Berliner Verkehrsbetriebe (BVG) - Public Transport
Title of Entry: MIND THE GAP
Brand: Berliner Verkehrsbetriebe (BVG)
Product/Service: Public Transport
Client: Berliner Verkehrsbetriebe (BVG)
Entrant Company: SERVICEPLAN GERMANY
Creative Agency: SERVICEPLAN GERMANY
Creative Director: Myles Lord
Art Director: Wenke Möller-Madhana, Nils Frankenbach, Jonas Köksal
Copywriter: Sebastian Bialon, Jan Roters
Sector: 38279
Account Manager: Philipp Krause, Sandra Bergström
Production Company: Media Monks
Producer: Raoul Storme
Date of Release: 2019-03-12
Director: Edwin Scholte, Richard Heuser, Eva Julia Manneke
Notes: March 18th is Equal Pay Day in Germany - a day nobody really notices. Few realise that Germany has a gender pay gap of 21% - the 2nd largest in Europe. To highlight this inequality, BVG created the Frauenticket (Women’s Ticket) - the world’s first ticket allowing women to travel for 21% less. On Equal Pay Day, BVG brought the Women’s Ticket to over 600 ticket machines across Berlin and installed a special Women’s Ticket Machine in the city centre. The iconic machine used gender recognition technology to identify women and offer a full range of 21% discounted tickets - even yearly tickets with savings of 160 euros. The Women’s Ticket brought the German equal pay discussion into global news on March 18th. But paying 21% less won't solve the problem - earning 21% more will. That's why BVG used the action as a recruitment drive promising Berlin women guaranteed equal pay for equal work. The BVG Women's Ticket story brought the Gender Pay Gap discussion onto the evening news of every German broadcaster on Equal Pay Day, March 18th. The initiative sparked a discussion on gender equality and equal pay all over the world.
Editing Company: Cubird
Editor: Malte Schumacher
Sound Studio: LOFT Soundstudios Berlin
URL Link (optional): http://thisisforthejury.com/mindthegap/bestcause
Other Credits: Alex Schill, Global Chief Creative Officer
Other Credits: Claudia Maria Kirchmair, Group Head Corporate
Other Credits: Zhong To, Managing Director, Cubird
Other Credits: Chrisy Srisanan, Creative Director, Media Monks
Other Credits: Karlijn Hendriksen, Junior Creative, Media Monks
Other Credits: Jana Dreger, Senior Media Consultant, MEDIAPLUS GERMANY
Other Credits: Oliver Rinh, Print Producer, PX1 Berlin