Cucumbers and Melons

Background

This campaign was designed to inform rather than to judge.

The objective was to draw the advertising community's attention to gender inequality among male and female jurors at Advertising Festivals. To do this, they took the most recent edition of the Spanish Creativity Yearbook of the Club de Creativos (Creative Staff Club) whose 31-member jury included a mere two women. - The Club de Creativos is a non-profit organisation that works to improve the quality of creative work in Spain and which seeks to unite sector professionals with a view to improving education and training. It is currently the only organisation of its kind in Spain.

The sector was given an opportunity to express its opinion on this matter and the chance to support the cause by signing with their names, surnames and job titles. This lead to a detailed study of the cause of this surprising difference.

Idea

A site was created: clubdecreativosydecreativas.com. -In Spanish, professions are always expressed in the masculine form (creativos), which is why the feminine version was added to the name of the club. (Creativas).

The website contains three computer graphics explaining the situation of the women jurors at the festival for creative staff in Spain. The Creativity Yearbook of the Club de Creativos.

These computer graphics were created using cucumbers to represent men and melons to represent women. It was a different way of attracting attention and describing both sexes.

Users were able to download the computer graphics and share them on Social Networks.

Members of the sector were given an opportunity to express their opinions on this matter and the chance to support the cause by signing with their names, surnames and job titles. This lead to a detailed study of the cause of this surprising difference.

The results were used to create another three computer graphics and to compare the results of this and last year.