A new campaign from charity group UN Women has highlighted some of the disparities in the goals of humanity, with an animated film calling for a higher priority of gender equality.
With robo-farms, humans walking on Mars, and a Moon colony all predicted to happen before we reach global gender equality, space isn’t our final frontier – gender equality is.
The World Economic Forum currently predicts it will take 135.6 years to close the global gender gap, a number that increased due to the effects of the COVID-19 pandemic in halting progress towards gender parity across several economies and industries.
In response, UN Women has released a new campaign, created by The Monkeys – part of Accenture Song – and produced by FINCH, that calls on Australians to examine the timeline for gender equality as we trail in this urgent battle.
“Equality: Our Final Frontier”, is an eerie, animated film that shows a woman leaving a protest march in 2022 and walking through a future that changes in every area except gender equality.
The film was directed by award-winning Motion Design Director Jonny Kofoed from film collective Assembly, who used AI animation techniques to transform live action footage into animation, placing a real woman into an otherworldly, imagined future.
Kofoed used existing and emerging technology, as well as real projections, to visualise the incredible milestones humans are currently expected to reach before gender equality.
UN Women Australia CEO Simone Clarke said: “In an age where technological advancements have unlocked the answers to some of the biggest challenges of our time, it’s incomprehensible to me that gender equality ‘might’ exist somewhere in the future. The future for women is now, and we can’t afford to wait any longer. We need to Act Now and make gender equality a reality in OUR lifetime.”
Chief creative officer of The Monkeys, part of Accenture Song, Tara Ford said: “Providing some real- world reference points of advancements in technology and humanity shows just how absurd (and horrifying) it is to have gender equality pegged for even further into the future. Unbelievably it’s now predicted equality will not be seen for another four generations. We hope our campaign inspires action not just contemplation.”
The campaign was created by The Monkeys, with support from UM and Edelman Australia, as well as generously donated media from partners including Seven Network, Nine Network, Network 10, JC Decaux, Southern Cross Austereo, Mamamia, VM Cinema, oOh! Media, QMS, NOVA Entertainment, Running Boards, Hyped Media, Meta and TikTok.
Client: UN Women Australia
CEO: Simone Clarke
Advisor: Sunita Gloster
Creative Agency: The Monkeys, part of Accenture Song
Group CEO and Co-Founder: Mark Green
Group Chief Creative Officer: Tara Ford
Group Chief Creative Officer & Co-Founder: Scott Nowell
Managing Director: Matt Michael
Chief Client Officer: Belinda Drew
Executive Creative Director: Barbara Humphries
Head of Innovation: Beth O’Brien
Copywriter: Lizzie Wood
Art Director: Katie Kidd, Aicha Wijland
Business Director: Lisa Zimpel
Senior Business Manager: Isabella Chidson
Planning Director: Charlotte Marshall
Social Strategist: Charlotte Goodsir
Head of Production: Penny Brown
Senior Producer: Kaija Wall
Producer: Cathryn Cooper
Executive Digital Producer: Tamara Wohl
Designer OOH & Social: Eva Godney, Mel Watson & Eimear Moroney
Creative Solutions Lead: Emma Moore
Production Company: FINCH
Director: Assembly, Jonny Kofoed
Executive Producer: Assembly, Jane Oak
Managing Director: Corey Esse
Executive Producer: Loren Bradley
Producer: Duncan Bernard
Music: Rumble Studios
Composer: Adam Moses
Music EP: Michael Gie
Sound Design: Massive Music
EP/MP: Kat Aquilla
Sound Engineer: Abby Sie & Simon Kane
Media Agency: UM
PR Agency: Edelman
The Avid Collective MD reveals his life pre-adland. As exciting as it is, it's not international playboy spy & Lothario.
SenateSHJ has launched a new digital, data and insights capability designed to help clients tackle the growing complexity of communication challenges. SenateSHJ Digital, Data and Insights (DDI) will combine the firm’s existing Digital and Insights functions to create a Trans-Tasman capability focused on digital communication, and the generation and use of data to improve communication. […]
Creative technology platform Bonzai has announced the launch of BrandStory – a new premium mobile ad format. BrandStory offers triple the ad space and 2.8 times greater time in view than single scroll ad formats, addressing the surging demand from brands worldwide for more real estate to drive real results by seamlessly intertwining awareness, exploration […]
B&T went through the looking glass this morning, with editor-in-chief David Hovenden (above) appearing on Channel 7’s The Morning Show to get the general public involved in our search for Australia’s Greatest Ad. Hovenden chatted with Kylie Gillies and stand-in host Matt Doran about what makes a great ad and showcasing some of our favourites […]
Two Australian-born technology providers have joined forces to bring more power and choice to marketers in Australia and New Zealand with mobile messaging that is more local, cost-effective, and integrated. It’s a partnership that sees two Australian software companies come together to deliver a world-class mobile-first solution for marketers building data-driven, personalised, omnichannel campaigns. While […]
Zitcha and Broadsign have teamed up to integrate the Broadsign out-of-home (OOH) advertising platform with Zitcha’s retail media platform. The collaboration empowers retailers to maximise and monetise in-store digital display networks and enables advertising partners to easily view and book available in-store inventory and review campaign performance alongside the retailer’s other media channels. With the […]
Today, 7-Eleven has announced a one-of-a-kind collaboration with the popular Sydney-based anti-resort wear label Double Rainbouu. Dropping tomorrow, December 1, just in time for summer, this limited-edition capsule will infuse the fashion brand’s rebellious spirit with a distinctly iconic 7-Eleven flavour. The unisex collection features five must-have styles comprising two signature Hawaiian shirts, a peaked cap, a bucket hat […]