Personal care products can be up to 40% more expensive just because they are designed for women. And at the same time, they are 100% identical to their male equivalent – information that is cleverly hidden by the industry.
A new moisturizer with a frontside for women and 40% less expensive backside for men.
In other words: two different designs, two different prices but the same inside. The moisturiser was launched in stores and an online shop. And it didn’t take long for it to make it to nearly every newspaper and TV station in Germany. Sparking a huge debate about gender pricing.
Role | Film Art Direction, Editing
Credits:
Agency: Serviceplan Campaign International Hamburg
Managing Partner: Markus Kremer, Thomas Heyen
Art Director: Philipp Trübiger
Copywriter: Niklas Scholz
Final Art Specialist: Nils-Christian Sperling
Junior Account Manager: Mariah Kattmann
Production: Tempomedia
Director: Peter Haueis
Production Assistant: Madeliene Pfisterer
ADC Germany
Silver in Promotional Packaging Design
Red Dot Design Award
Winner in Social Campaign
New York Festival
Finalist in Positive World Impact
Finalist in Design
Finalist in Public Relations
Finalist in Package & Product Design
Deutscher Preis für Onlinekommunikation
Campaign of the year 2019 / NGO
Winner in Fashion/Cosmetics
Digital Communications Award
Winner in Event & Experiential Marketing
PHNX Tribute
Bronze in Packaging Design
Mobius Awards
Second Place in Point of Purchase
European Excellence Awards
Winner in Fashion & Beauty
Cresta Awards
Shortlist in Brand Activism
AME Awards
Finalist in Creativity for Positive Impact
Finalist in Direct & Collateral