| Title | A CAREER-LIMITING FILM - COOKIE |
| Brand | GLOBAL WOMEN |
| Product / Service | THE MOTHERHOOD PENALTY |
| Category | B06. Not-for-profit / Charity / Government |
| 2 of 3 Campaign | |
| Entrant | SAATCHI & SAATCHI Auckland, NEW ZEALAND |
| Idea Creation | SAATCHI & SAATCHI Auckland, NEW ZEALAND |
| PR | MSL Auckland, NEW ZEALAND |
| Production | PASSION ANIMATION STUDIOS London, UNITED KINGDOM |
| Name | Company | Position |
|---|---|---|
| Mark Cochrane | Saatchi & Saatchi NZ | Chief Executive Officer |
| Steve Cochran | Saatchi & Saatchi NZ | Chief Executive Officer |
| Kristal Knight | Saatchi & Saatchi NZ | Creative Director |
| Jordan Sky | Saatchi & Saatchi NZ | Creative Director |
| David McIndoe | Saatchi & Saatchi NZ | Chief Strategy Officer |
| Ajay Murthy | Saatchi & Saatchi NZ | Senior Strategist |
| Laura Davies | Saatchi & Saatchi NZ | Strategy Director |
| Kate Gyde | Saatchi & Saatchi NZ | Business Director |
| Leela McElroy | Saatchi & Saatchi NZ | Account Manager |
| Jane Mill | Saatchi & Saatchi NZ | Executive Agency Producer |
| Martin Needle | Saatchi & Saatchi NZ | Motion and Video Manager |
| Dennis Grbin | Saatchi & Saatchi NZ | Senior Designer |
| Kim Mueller | Saatchi & Saatchi NZ | Digital Producer |
| Rachel Twist | Saatchi & Saatchi NZ | Digitial Designer |
| Shane Kelly | Saatchi & Saatchi NZ | Studio Production Manager |
| Nick Browne | Saatchi & Saatchi NZ | Retoucher |
| Isobel Kerr-Newell | MSL New Zealand | PR Managing Director |
| Beccy Churchill | MSL New Zealand | Senior Account Director |
| Anna Malin Mantzaris | Passion Pictures | Director and Animator |
| Becky Perryman | Passion Pictures | Producer |
| Belle Palmer | Passion Pictures | Executive Producer |
| Donna Wade | Passion Pictures | Director Of Photography |
| Jon Muschamp | Passion Pictures | Director Of Photography |
| Mark Waring | Passion Pictures | Animation |
| Tim Allen | Passion Pictures | Animation |
| Hetty Bax | Passion Pictures | Set & Prop Builder |
| Kat Probert | Passion Pictures | Costume Fabricator |
| Isabelle Riley | Passion Pictures | Costume Fabricator |
| Roy Bell | Passion Pictures | Scenic Painter |
| Sara Salcedo | Passion Pictures | Post Production / VFX |
| Craig Matuschka | Liquid Studios | Audio |
| Tamara O'Neill | Liquid Studios | Music and Sound Producer |
| Peter van der Fluit | Liquid Studios | Composer |
| Alistair Jamison | Starcom | Media Chief Executive Officer |
| Kelly Rosnell | Starcom | Media Group Business Director |
| Simoné Cilliers | Starcom | Performance Planner/Buyer |
A female character casually commits ill-advised but supremely satisfying workplace sabotage – cutting the tie of the man leading a meeting; opening a window and allowing the wind to create a paper storm; and helping herself to her boss’s cookie, only to spit it out again on the desk in front of him. Graphics then explain that as career-limiting as the behaviour is, none of this is as career-limiting than having a baby. It then calls for audience to help drop the motherhood penalty and directs them to the Global Women NZ website.
While the motherhood penalty is pretty much universal, research in New Zealand shows that having a baby set’s the average woman’s earning’s back by 12.5% for her entire career, and often takes her out of the pipeline to leadership.