THE COST OF INEQUALITY

what: advertising, branding, visual identity
client: Fondation des Femmes 
where: Edelman France, Paris
when: 2022
award: Cannes Creative Data Lions 2022 Shortlist

The campaign: What would happen if we sent a group of candidates for the presidency of France an invoice with the real annual cost of gender inequality in the lives of all its citizens? During the 2022 French presidential election we calculated the annual cost of gender inequality in France and together with the public sent an invoice demanding action on the 118 billion euros deficit. My role in this project was among others to lead the studio team in creating the visual identity of the campaign.

Results : 4 candidates pledged to reduce the cost; 3,31 billion impressions; more than 50 feminist organizations joined forces; 25000 people signed a petition to show their support; more than 2400% website traffic.