Title | WHEN WILL SHE BE RIGHT? |
Brand | UN WOMEN AUSTRALIA |
Product / Service | GENDER EQUALITY |
Category | G05. Cultural Insight |
Entrant | THE MONKEYS, PART OF ACCENTURE SONG Sydney, AUSTRALIA |
Idea Creation | THE MONKEYS, PART OF ACCENTURE SONG Sydney, AUSTRALIA |
Production | RABBIT CONTENT Sydney, AUSTRALIA |
Production 2 | RABBIT CONTENT Sydney, AUSTRALIA |
Post Production | ARC EDIT Sydney, AUSTRALIA |
Post Production 2 | SONAR MUSIC Sydney, AUSTRALIA |
Name | Company | Position |
---|---|---|
Mark Green | The Monkeys part of Accenture Interactive | Group CEO and Co-Founder |
Scott Nowell | The Monkeys part of Accenture Interactive | Group Chief Creative Officer and Co-Founder |
Vince Lagana | The Monkeys part of Accenture Interactive | Executive Creative Director |
Connor Beaver | The Monkeys, part of Accenture Interactive | Creative Director |
Scott Zuliani | The Monkeys, part of Accenture Interactive | Creative Director |
Katie Kidd | The Monkeys, part of Accenture Interactive | Art Director |
Lizzie Wood | The Monkeys, part of Accenture Interactive | Copywriter |
Belinda Drew | The Monkeys part of Accenture Interactive | Account Management Head |
Samantha Packham | The Monkeys part of Accenture Interactive | Content Manager |
Charlotte Marshall | The Monkeys part of Accenture Interactive | Senior Planner |
Charlotte Goodsir | The Monkeys part of Accenture Interactive | Social Strategist |
Penny Brown | The Monkeys part of Accenture Interactive | Head of Production |
Tanith Williamson | The Monkeys part of Accenture Interactive | Senior Integrated Producer |
Simone O'Connor | The Monkeys part of Accenture Interactive | Senior Producer |
Claudia Brookes | The Monkeys part of Accenture Interactive | Senior Producer |
Lauren Elliot | The Monkeys part of Accenture Interactive | Design Lead |
Eva Godeny | The Monkeys part of Accenture Interactive | Digital Design Lead |
Tchaan Wilson-Townsend | The Monkeys part of Accenture Interactive | Designer |
Madeline Kelly | Rabbit | Director |
Alex Hay | Rabbit | Executive Producer |
Alex Hay | Rabbit | Executive Producer |
Lucas Jenner | Rabbit | Executive Producer |
Alex Serafini | Rabbit | Director of Production |
Phoebe Taylor | ARC Edit | Editor |
Billy Wychgel | ARC Edit | Colourist |
Viv Baker | ARC Edit | Online |
Haylee Poppi | Sonar Music, Sydney | Producer |
Peta Einberg | Peta Einberg Casting | Casting |
The film opens on young, up-and-coming Australian actress Miah Madden explaining the Aussie phrase ‘she’ll be right’. At first, she uses the phrase to dismiss unimportant problems, like cars breaking down or losing a ball over the fence. Suddenly, she begins to reference statistics on how ‘she’ is still unequal in Australian society – dismissing them using the same phrase. Depicted in native Australian bushland, Miah nonchalantly chops wood with an axe that punctuates each statistic, a traditionally masculine act that graphically signals violence, before building a fire – symbolic of the trouble and unrest Australians sit by and watch, unphased. As she speaks we see eery vignettes of spaces where women are still not equal: public spaces, workplaces, their own homes. At the end she turns to camera and questions; when will she be right?
Australians are happy-go-lucky people. We’re known for our laid back, easy-going attitude. And we have a phrase that represents that attitude – if something goes wrong, we just say “she’ll be right”. It means any old problem will sort itself out with time. It’s often seen as an optimistic outlook, but it also encapsulates our cultural complacency. As a nation, we are often apathetic to issues, big or small, and have an inherent belief that things will work out, without any effort at all. It’s a phrase that absolves us of responsibility or the need to take action. So we used the phrase to talk to ‘she’ in a literal sense. Forcing Aussies to look at our terrible, declining position in the world on gender equality, and realise that ‘she’ is not right at all.