Cannes Lions
DENTSU JAYME SYFU, Makati City / MTRCB (MOVIE & TELEVISION REVIEW & CLASSIFICATION BOARD) PHILIPPINES / 2019
Overview
Entries
Credits
Background
In the Philippines, women are still regarded as the “weaker sex”. This remains true in how they are portrayed in movies. The damsel in distress, martyr, weak & helpless characters are always female.
Idea
To break the stone age perception of women and how they are misrepresented in mass media, we let them do their own take on the most stereotyped roles.
Strategy
For Int’l Women’s Month, we let an ALL-WOMEN team (Client to Agency to Prod. team) confront their peers’ misrepresentations & prejudices on women.
Execution
3 movie trailer-esque cinema ads that flip the most stereotypical scenes into a showcase of women’s smarts, intelligence & strength.
Outcome
Conversations on this age-old issue were rekindled & discussions on equal opportunities for women in the film industry are now starting to resurface.