ANZ attacks gender inequality with powerful film, concrete action

ANZ: Help her kick inequality's ass

Client: ANZ

Agency: Whybin\TBWA Group Melbourne

Market: Australia

Name of campaign: 'Equal future'

Campaign scope: The campaign is anchored by an online film directed by Oscar-winner Jane Campion (The Piano). It also includes a series of 15-second videos detailing the actions that ANZ is pledging to take in order to address inequality, such as free investment advice for certain customers and extra retirement contributions (referred to as superannuation) for its 12,700 female employees. The campaign will be supported by digital advertising, social media, retargeting and a content-filled website. TV ads will launch in August. 

Press release quote:

Joyce Phillips, CEO, Global Wealth, ANZ:

Only by redesigning systems so they are more supportive and inclusive of both women and men will we be able to build better businesses and better societies.

Campaign Asia Pacific's comments: We love everything here. The 'are you kidding me' reactions of the girls as they read increasingly distressing facts about what they're up against. The explosive physical reaction of the young Karate master (8-year-old black belt Mahiro-chan, we're informed). The tangible actions ANZ is commiting to. The way ANZ calls out other companies to join it in taking on the issue. Even the behind-the-scenes video is worth a few minutes.

Example initiative video:

Behind the scenes video:

CREDITS

Client: ANZ
Creative Agency: Whybin\TBWA Group Melbourne
Media Agency: PHD

Whybin\TBWA Melbourne
Creative Chairman: Scott Whybin
Executive Creative Director: Paul Reardon
Senior Writer: Rob Hibbert
Senior Art Director: Mark Jones
Executive Producer: Margot Ger
Regional Group Account Director: Ricci Meldrum
Senior Account Director: Natalia Shore
Account Manager: Karolina Nanowski
Strategy Planning Director: Kees Kalk

Big Shell Films:
Director: Jane Campion
DOP: Ari Wegner
Producer: Peter Knowles

Post Production:
Music: Mark Bradshaw, United UK and Nylon Studios
Editing: The Editors