Azmina
2017
More than 70
More than 70
cannes/ 1x silver, 3x bronzes, 4x shortlists
the one show/ 1x merit
clio awards/ 1x gold, 1x silver
the one show/ 1x merit
clio awards/ 1x gold, 1x silver
Women's earnings, on average, are only 70% of what men do. So, we invited 3 of the biggest singers in Brazil to question about the pay gap. During the campaign, their songs played only 70% of their reproduction time. This experience happened on different audiovisual entertainment platforms: Spotify, YouTube, Pay TV, Radio Stations, and Social Media.
case study
MTV adopted and broadcast the campaign throughout May 2017. On March 20rd, 2017, #MoreThan70 was part of the United Nations' International Labour Organization.
The United Nations International Labour Organization recognizes the importance of mobilizing women's movements for gender equality in the world of work and therefore supports the campaign #MoreThan70 from Azmina.
visual id
They sang only 70% of their songs, and the remaining 30% were left; this is what they did.
original soundtrack availble on Spotify click to listen
my role: creative
@j . walter thompson