VZHH: Equalicare

Exposing the Pink Tax with a single product.

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

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