Glass: The Lion For Change > Glass: The Lion for Change
DENTSU JAYME SYFU, Makati City / MTRCB (MOVIE & TELEVISION REVIEW & CLASSIFICATION BOARD) PHILIPPINES / 2019
Overview
Credits
Background
It’s 2019 but women are STILL misrepresented & stereotyped on the big screen. This needs to change considering how films have an undeniable power to shape society’s perception of just about anything.
Describe the cultural/social/political climate in your region and the significance of your campaign within this context
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.
Describe the creative 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.
Describe the 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.
Describe the execution
3 movie trailer-esque cinema ads that flip the most stereotypical scenes into a showcase of women’s smarts, intelligence & strength.
Describe the results/impact
Conversations on this age-old issue were rekindled & discussions on equal opportunities for women in the film industry are now starting to resurface.
More Entries from Glass in Glass: The Lion For Change
24 items
More Entries from DENTSU JAYME SYFU
24 items