Title | SEXIST JOKES |
Brand | PT. ORANG TUA GROUP |
Product / Service | BEER |
Category | D01. Social Video |
Entrant | WUNDERMAN THOMPSON Jakarta, INDONESIA |
Idea Creation | WUNDERMAN Jakarta, INDONESIA |
Idea Creation 2 | J. WALTER THOMPSON JAKARTA, INDONESIA |
Production | PESONA PICTURES Jakarta, INDONESIA |
Name | Company | Position |
---|---|---|
Sebastian Chendra | Wunderman Thompson | Creative Director |
Dom Dharmo | Pesona Pictures | Director |
Azren Irwan | Pesona Pictures | Executive Producer |
Hafiz Ibrahim | Pesona Pictures | Managing Partner |
Jefri Jaafar | Pesona Pictures | Producer |
Deenee Saplida | Pesona Pictures | Associate Executive Producer |
Pingkan Rarumangkay | Wunderman Thompson | Executive Creative Director |
Zahra Pratiwi | Wunderman Thompson | Art Director |
Yodha Rizky | Wunderman Thompson | Sr. Copywriter |
Cindy Agustia | Wunderman Thompson | Producer |
In the world of men, usually men’s jokes revolve around women and without them realizing it, their jokes are often sexist and hurt women. Men are simply unaware of the effects of their jokes. The question is, how do we make these men aware?
A social experiment in the form of a stand-up comedy show which throw sexist jokes to create backfire effect to men who are unaware of the effects of their sexist jokes. This is to prove a point when jokes about women are no longer funny and inappropriate because they are aimed to these men loved ones’ then they will never be appropriate for any women.
With the rise of stand-up comedy in Indonesia, in the last few years this type of comedy shows bloom on TV as well as online channels. With urban male adult being the primary audience of this type of show we then did a social experiment where we invited some men to a seemingly normal stand-up comedy show to find out what will happen if the jokes would be related to their loved ones.
Prior to the show we investigated their social medias to find out their spouse’s names. On the day of the show which was held in McGettigan’s Bar, an after work bar in the busy business district of Jakarta, it was full house and those men came not knowing what’s waiting for them. We collaborated with the stand-up comedian, who then ‘roasted’ the men one by one with sexist jokes using the men’s loved one’s names. At the end of the show, the men realizes that jokes about women are no longer funny and inappropriate when they are aimed to their loved ones’ and therefore it will never be appropriate for any women.
The video of the social experiment become the organic non-celeberity most watch video in Prost official Youtube channel and got 76% positive feedback from the viewers.