WHEN WILL SHE BE RIGHT?

Gold Spike

Case Film

Film

TitleWHEN WILL SHE BE RIGHT?
BrandUN WOMEN AUSTRALIA
Product / ServiceGENDER EQUALITY
CategoryG05. Cultural Insight
EntrantTHE 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

Credits

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

Write a short summary of what happens in the film

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?

Please tell us about the cultural insight that inspired the work

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.

Links

Supporting Webpage