Client: Gerety Awards
Gerety Awards, the first advertising festival judged by women only, was founded in Paris with the mission to counteract gender bias in advertising festival juries and the industry as a whole. As a new, unknown festival witth a tiny budget, there was a huge challenge ahead of them: how to get the industry talking and submissions rolling in?
We turned dozens of the most prominent women in advertising into ambassadors of the new festival. They received a mysterious purple packages containing purple moustaches and an invitation to take a photo wearing them. Their photos wearing the purple moustache were ran across social media with the headline inspired by the art collective Guerilla Girls: What Does A Woman Need To Do To Get Into An Advertising Jury?
Campaign concept
Direct mailing design
Impact
The non-government Autonomous Women’s Center Belgrade was founded in 1993 with the mission to empower women in overcoming trauma caused by domestic and/or sexual violence. Their helpline has been providing free psychological and professional legal support and helping the victims of domestic violence find a way out and rebuild their lives for over 25 years.
Launching a call for entries necessitated a strategy that would resonate across the advertising industry and media, but require close to zero budget.
Our team devised a creative strategy centered on influential women in advertising, positioning them as unofficial ambassadors for the festival. We meticulously curated a list of globally recognized advertising women, embarking on a journey to integrate them into our campaign. Facing an unexpected challenge with sourcing the adequate purple mustaches in France and Europe, we ultimately resorted to importing them from China in order to finalize our distinctive kits.
We crafted small purple boxes, each containing a pair of purple mustaches and an invitation. Recipients were encouraged to wear the mustaches and have their photos taken, which were then utilized for a compelling social media campaign. Inspired by the Guerrilla Girls' bold activism, our slogan, "What does a woman have to do to get onto an advertising jury?", sparked conversations globally.
The campaign garnered substantial media attention, securing extensive coverage in international advertising press. More importantly, it achieved its core objective: a surge in entries, affirming Gerety Awards' growing influence and impact on the industry's gender dynamics. Collaborating with Gerety Awards was not just about executing a campaign but championing a cause. At NO AGENCY, we believe in leveraging creativity as a catalyst for change. Our partnership with Gerety Awards exemplifies how innovative thinking and strategic execution can elevate brands and reshape industry norms. And sometimes, mocking the status quo is the best way to change it.
"The campaign comes at the pivotal time for the industry, when it comes to addressing representation, with barely a week going by without an event or media owner being called-out for a lack of representation in their line-ups or marketing material.”
Nicola Kemp
Editorial Director, Creativebrief, London
"The campaign was fun, but also poignant. It talks to the issue, but in a way that makes you actually think about it, as it posed a valid question.”
Fiona O’Connor
Executive Creative Director Havas, Johannesburg
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