0
impressions
Challenge
In a world obsessed with less, NUT-rition believes there’s power in more. But as a new-to-market nut mix brand, it needed to find a unique way to break through and introduce itself to the world.
As it’s a brand that believes in helping women demand more in snacks and in life, we looked at one of the biggest areas where they are forced to settle for less – their pay packet. Nearly six in ten women in the United States identified equal pay as one of the most important issues facing women in the workplace.
The challenge was to find a genuine and credible role for a nut brand in the gender inequality conversation. The answer: showing the disparity in the pay gap with an actual product. It created a smaller bag for Him and 20% bigger bag for Her, and sold them for the same price, so men could see how it feels to get less. Then, to give women real, tangible resources, it partnered with Equal Rights Advocates (ERA), a national civil rights organisation dedicated to protecting and expanding economic and educational access and opportunities for women and girls.
Solution
Ahead of National Equal Pay Day, we documented the reactions of men who believed they were treated unfairly. On Equal Pay Day, we launched a programme, showing the world what it did, announcing the partnership with ERA and driving conversation about the issue. We enlisted the help of celebrity and known advocate, Laura Dern, as the Executive Producer who also pushed out content and did media interviews. Turns out, everyone wasn’t on board: only 61% of men believe in the wage gap.
We doubled down, pledging an additional donation for every comment against the campaign – turning trolls into a tool for good. To further the impact, NUT-rition partnered with Walmart to release The Equal Pay Pack, with proceeds funding an ERA legal helpline for those experiencing pay discrepancy.
KIA Israel: Full-funnel digital approach
Tackling a shortage-shaken market with efficiency
Mastercard Israel:
Launch of Mastercard Day
Developing a new growth engine to counteract the effects of the global COVID-19 crisis and leveraging the Mastercard brand in Israel to new heights.
1st for Women: 16 Days of Light
Diversity and inclusion
Merdeka LHS: The Coca-Cola Company
For The Human Race
"For The Human Race" celebrates resilience and stubborn optimism by showcasing true stories of real people bringing hope to humanity during the COVID-19 crisis.
ViiV Healthcare: Delivering Unique Customer Journeys
Disrupting online search results to raise awareness about...
SDG3 target 3.4: by 2030, reduce by one third premature m...
India is the suicide capital of the world. Around 135,000 Indians commit suicide every year, with suicide ranking as the most common cause of death for the age group of 15–39 years. Despite thes...
The Story Lab: Street Stars
Our challenge was clear: To show our clients and media owners that we can attract and therefore monetise the attention of an extremely valuable audience.
FoxP2: IndieFin
For a digital start-up to compete, IndieFin had to rise above the noise and attract leads in a category people usually dread. IndieFin had the tough task of getting a young, digital-savvy genera...
Isobar: Volkswagen
Road Tales
Isobar created a location-based interactive audiobook to transform car rides into magical journeys
Pre-register for our 2019 Digital Society Index
dentsumcgarrybowen: Project Revoice
Activating silent voices with a program to digitally clone ALS patients’ voices so they can keep communicating as themselves even after they can no longer physically speak.
Vizeum: GhanaPostGPS
Generating conversion for GhanaPostGPS through early engagement, awareness and measurable customer actions.
Isobar: Aeronaut
Driving engagement with William Patrick Corgan's new single through a blend of creativity and technology to create a world-first VR experience.
dentsu X: Sberbank
dentsu X used outdoor ads and unique online banners to drive applications for small business loans and provide communities with the services and shops needed in their area.
Isobar & Carat: Dis-Moi Elliot
Dis-Moi Elliot (translated as Tell Me, Elliot) was a campaign that aimed to reduce prejudice about autism through an innovative, interactive and experimental website.
Malaria No More: A movement to end malaria
The #MalariaMustDie campaign has been supported by a range of agencies both inside and outside the Dentsu Aegis Network with the end goal being to rally the public support for political action.
dentsumcgarrybowen: Heart Foundation
Everyone thinks they know what a heart attack looks like, but they’re almost always wrong. This campaign drew attention to the subtle warning signs and actually saved a life.
360i: Change the Picture
The #ChangeThePicture campaign focused on changing the picture of male mental health.
GoalKeepers17: Rallying around Global Goals
As part of the UN's Common Ground initiative, all of its members have committed to raise awareness of its Sustainable Development Goals amongst businesses and consumers.
Fetch: Telegraph Media Group
Driving loyalty for The Telegraph with targeted app download campaigns and personalised re-engagement.