Brand | STANDARD CHARTERED BANK |
Product/Service | INSTITUTIONAL |
Entrant | TBWA\RAAD Dubai, UNITED ARAB EMIRATES |
Category | Print & Publishing |
Idea Creation
|
TBWA\RAAD Dubai, UNITED ARAB EMIRATES
|
Media Placement
|
CARAT Dubai, UNITED ARAB EMIRATES
|
Production
|
BOLT Dubai, UNITED ARAB EMIRATES
|
Cultural / Context information for the jury
Standard Chartered strongly supports equal pay for equal work. On International Women’s Day 2019, they wanted to promote gender pay equality and inspire other companies. A study led by the University of Oxford - Saïd Business School highlighted that works by women artists sell for 47.6% less than those by men. But people don’t remember statistics. They remember actions.
If women are going to be paid 47.6% less, they will paint 47.6% less.
At the Art Gap exhibition, 19 women artists left their paintings 47.6% incomplete to make a powerful statement. To reach CEOs, CFOs and art buyers, the exhibition was strategically made part of World Art Dubai. It made an impact beyond borders but for those who didn’t attend, The Book of Art Gap was a compilation of all 19 statements, sent to 250 Priority Banking customers: CEOs and C-suites of leading companies and multinationals in the UAE.
Tell the jury about the art direction.
This limited-edition coffee table book showed gender pay equality in a new perspective. The design language used the 47.6% gap throughout the book and was flexible enough to adapt to the different painting shapes.
The cover of the book used a blind foil manifesto to elevate the embossed 47.6% message. The special cover gave readers a preview of the sensorial experience inside. Special paper was chosen and the book had an arthouse feel with Japanese binding.
The die-cuts were crafted to reveal the 52.4% complete paintings, which were all done in complex variation. Each artist was making a statement, personally and through her painting. The book design captured both these statements, inviting readers to interact with each statement, rather than passively read them. This action of revealing each painting gave the art more importance. The book was sent in bubble wrap packaging, the same way paintings are delivered.
Credits
Walid Kanaan |
TBWA\RAAD |
Chief Creative Officer |
Manuel Borde |
TBWA\RAAD |
Executive Creative Director |
Bruno Bomediano |
TBWA\RAAD |
Executive Creative Director |
Sandeep Fernandes |
TBWA\RAAD |
Creative Director/Copywriter |
Monisha Mirchandani |
TBWA\RAAD |
Regional Account Director |
Remie Abdo |
TBWA\RAAD |
Head of Strategy |
Sumanth Wilkins |
TBWA\RAAD |
Senior Art Director |
Mahesh Powar |
TBWA\RAAD |
Senior Digital Art Director |
Rijin Kunnath |
TBWA\RAAD |
Senior Designer/Typographer |
Doug Mackay |
TBWA\RAAD |
Senior Copywriter |
Balu Puthalath |
TBWA\RAAD |
Art Director |
Lucas Pimenta |
TBWA\RAAD |
Motion Graphics |
Ashleigh Morgan |
TBWA\RAAD |
Account Manager |
Christine Dias |
TBWA\RAAD |
Account Executive |
Adnan Ahmed |
TBWA\RAAD |
Social Media Executive |
Girish Sapalya |
TBWA\RAAD |
Retoucher |
Rouba Asmar |
TBWA\RAAD |
Head of Production |
Gloria Abou Diwan |
BOLT |
Producer |
Romy Abdelnour |
TBWA\RAAD |
Communications Director |
Martin Velkov |
BOLT |
Director |
Bashar Najjar |
BOLT |
Audio Engineer |
Mohamed Treka |
BOLT |
Video Editor |
Joe Lahham |
TBWA\RAAD |
General Manager |
Links
Website URL