CLIENT:
New Directors’ Showcase
Description:
Shining a light on gender inequality in the ad film industry
ABOUT:
Women make up more than half of the creative community, yet they represent a mere 7% of directors in the advertising industry. New Directors’ Showcase, an event held by Saatchi & Saatchi during the Cannes Lions Festival of Creativity since 1991, aimed to address this gender gap in its 2017 edition. The showcase, known for highlighting top emerging directors worldwide, encouraged its audience to "open your eyes" with a powerful opening act at the Palais. To achieve this, we reunited the dynamic duo of director Jake Dypka and poet Hollie McNish, following their celebrated success of 'Embarrassed' at the 2016 NDS. Their task? To shed light on the everyday gender stereotypes and biases we all too often take for granted in our society.
Details:
Agency:
Saatchi & Saatchi
Role:
Creatives
Poet:
Hollie Mcnish
Director:
Jake Dypka
Prod.Co.:
Indy8
Post:
MPC
'SAATCHI & SAATCHI'S NEW DIRECTORS SHOWCASE SHINES LIGHT ON GENDER INEQUALITY'
AdAge
'ORGANICALLY BREAKING LANGUAGE BARRIERS'
When the video hit the internet, it blew up instantly. So much so, people started translating it into Spanish, Italian, Russian, etc., racking up millions of views. Fast forward to 2023, six years later, the video made its way to Thailand. There, it was picked up and translated by the well-known influencer @Krumodbkma, adding even more views.
'AN EVENT MARRYING TECH WITH EMOTION'
In the film showcased at the Palais in Cannes, viewers switched between the two stories using custom-made polarized glasses, empowering the audience to self-edit the action in real-time.
'DESIGN IN EVERY DETAIL'
Just like planning a movie festival, we took care of all the small details. From eye-catching posters, engaging brochures, cool t-shirts and tote bags, right down to impressive opening and closing credits. All of this was to ensure that you'd get sucked right into the experience, feeling every bit a part of the event.
'PINK OR BLUE? IT DOESN'T MATTER - YOU DO YOU'
Upworthy
'FROM THE PALAIS TO YOUR SCREEN'
We recreated the entire experience but in an interactive website at www.saatchinds.com, presenting the directors’ work together with the powerful opening experience of Palais, where you could flick through videos with a simple press of the left arrow or right arrow on desktop, or a swift tap to the left or right on mobile.