| Title | KICK THE GLASS |
| Brand | THE KOREAN INSTITUTE FOR GENDER EQUALITY PROMOTION AND EDUCATION |
| Product / Service | GENDER EQUALITY PROMOTION AND EDUCATION |
| Category | D01. Use of Adapted Billboards / Posters |
| Entrant | THE CREAM UNION Seoul, SOUTH KOREA |
| Idea Creation | THE CREAM UNION Seoul, SOUTH KOREA |
| Media | THE CREAM UNION Seoul, SOUTH KOREA |
| PR | THE CREAM UNION Seoul, SOUTH KOREA |
| Production | THE CREAM UNION Seoul, SOUTH KOREA |
| Name | Company | Position |
|---|---|---|
| So Jeong Kim | THE CREAM UNION | Copywriter |
| Jae Ki Lee | THE CREAM UNION | Creative Director |
| Big Choi | THE CREAM UNION | Executive Creative Director |
| Soo In Yang | THE CREAM UNION | ArtDirector/Technical Direction |
| Jeong Hoon Lee | THE CREAM UNION | Chief Account Officer |
| Su Jee Lee | THE CREAM UNION | Account Executive |
| Ha Na Lee | THE CREAM UNION | Designer |
We decided to pursue an interactive ad by combining a pressure sensor and motion detector with the existing bus shelter ad medium. Passersby were initially attracted to the billboard just as they would to a traditional billboard. But when they approached, the motion detectors would activate and they would be encouraged to interact with the billboard through a video symbolizing the glass ceiling phenomenon. The video showed a woman going up a set of stairs with her male colleagues, only for her to bump into an invisible wall - the glass ceiling - as her colleagues continued upwards. The woman would then reach out to the user to break the glass. The pressure sensors would pick up on users hitting the billboard, and the glass on the screen would break - freeing the woman to continue up the stairs. This special ad has significantly improved awareness on glass ceiling issue.