2014 Winners & Shortlists

THE AUTOCOMPLETE TRUTH

Gold
Client/BrandUN WOMEN
Product/ServiceGENDER EQUALITY
EntrantMEMAC OGILVY Dubai, UNITED ARAB EMIRATES
Type of EntryInteractive: Digital Tools
CategorySocial Media & Viral Marketing
Entrant Company MEMAC OGILVY Dubai, UNITED ARAB EMIRATES
Advertising Agency MEMAC OGILVY Dubai, UNITED ARAB EMIRATES

Brief Explanation

In today’s modern age, it’s almost unthinkable to consider gender inequality as a persisting issue. UN Women however, sees that despite decades of global advancement, discrimination against women is still rampant worldwide. We needed to lay this bare to a multicultural audience, to reignite a conversation everyone thought was resolved. Using Google’s autocomplete function, fed by over 6 billion searches daily, we exposed the hidden truth on gender bias. The shocking search results in our campaign drove men and women to debate the topic on the campaign hashtag (#womenshould), TV shows, radio, blogs, PR summits as well as classrooms worldwide.

Credits

Name Company Position
Ramzi Moutran Memac Ogilvy Creative Director
Sascha Kuntze Memac Ogilvy Associate Creative Director
Kareem Shuhaibar Memac Ogilvy Copywriter
Sabia Fatayri Memac Ogilvy Art Director
Christopher Hunt Memac Ogilvy Art Director
Sophie Wordley Memac Ogilvy Account Manager
Carmel Missilmany Memac Ogilvy Agency Producer
Tarek Bawab Memac Ogilvy Studio
Moreira Estudio Retoucher
Souheil Zahreddine Editor
Nanette Braun UN Women Advertiser Supervisor
Yara Sharif UN Women Advertiser Supervisor
Leonardo Borges Memac Ogilvy Art Director
Links
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