A campaign for Standard Chartered
In finance, only 15% of senior executives are female.
Not good enough.
Despite women accounting for 60% of global graduates, not a lot of them are represented in CEO and senior executive positions. A lot is holding women back, despite their qualifications and capabilities. But what can a bank do to progressively change that?
We re-adapted brand film assets with a unique spin.
We used the KV to expand on a simple concept: In business, the higher you go, the fewer women you'll see.
We conceived a unique idea exclusively for social: a gamified Facebook Instant Experience (Canvas) that invites users to play as man and woman to get to the top of the building. It's only once they end the game that they realise that the game is tougher for one party, here and at the workplace.
BACKED BY FACTS & FIGURES
Creative Director: Perry Essig
Senior Copywriter: Anne
Senior Art Director: Franziska Krueger
Content Creator (Art): Danial Khalis
Content Creator (Copy): Akanksha Nair