EIGHT FOR EQUALITY

TitleEIGHT FOR EQUALITY
BrandDDB GROUP PHILIPPINES
Product / ServiceINTERNATIONAL WOMEN'S DAY INITIATIVE
CategoryB03. Self-promotion
EntrantTRIBAL WORLDWIDE PHILIPPINES Taguig City, THE PHILIPPINES
Idea Creation TRIBAL WORLDWIDE PHILIPPINES Taguig City, THE PHILIPPINES
PR TRIBAL WORLDWIDE PHILIPPINES Taguig City, THE PHILIPPINES
Production TRIBAL WORLDWIDE PHILIPPINES Taguig City, THE PHILIPPINES

Credits

Name Company Position
Andi Olbes DDB Tribal Worldwide Philippines Associate Creative Director
Nikki Sunga DDB Tribal Worldwide Philippines Senior Art Director
Anna Chua - Norbert DDB Group Philippines Head of Talent
Eugene Demata DDB Tribal Worldwide Philippines Executive Creative Director
Dan Pambid DDB Tribal Worldwide Philippines Creative Director

The Campaign

Eight for Equality is an agency led movement that transformed otherwise overlooked or inconsequential statistical evidence as a badge of support & the core of a design campaign. On the 8th of March, International Women’s Day, DDB Philippines celebrated the inspiring women that strive for equality in the workplace by honoring them with tangible proof of support. Women are invaluable in the harmonious success of a company and the agency has the numbers to show for it. DDB Philippines publicly shared the cumulative percentage accounting for all the influential women working with the agency while challenging other companies and network agencies to do the same.

Creative Execution

The logo embodies the infinite equality of both genders that we strive to globally achieve in the future, all encompassed by the Mars and Venus symbols connecting together to symmetrically form the number ‘8’ representing the 8th of March, International Women’s Day. The logo design is inspired by the numerical theme of the campaign, along with highlighting the need for equality in the gender symbols for female and male meeting in the middle to form the 8 digit.

Indication of how successful the outcome was in the market

DDB discovered that equality for women in the workplace within the local agency is a non-issue. At a 62% female population in the agency, DDB Philippines was proud to show and promote the fact that women are the influential majority within the Philippine offices. Other DDB regional offices also joined in to promote their own number such as DDB HK at 41%. Agencies were faced with humbly recognizing the reality that although equality for women in the workplace may be promoted within the network it isn’t always implemented. The campaign continues to run in the hopes of collecting the unique percentages of every global office of DDB and eventually branching into brands as well.

In a matriarchal society like the Philippines, DDB is often unable to completely empathize with growing issues regarding equality for women in the workplace that are far more dire in other regional agencies of neighbouring countries. The agency believes in the power of women, promoting this message without artifice or pretense. Which is why they opted this year for numerical proof of their united sentiment. And although DDB Philippines had called for support in the form of shared numbers, the agency readily expected the lack of response or hesitation from regional offices & companies in revealing information that may reflect negatively. That being said, it wouldn’t be called taking a stand if you never had to do it alone.

Links

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