| Cresta Awards 2020 | ||
|---|---|---|
| Brand Purpose | Brand Activism | Gold |
| The ‘wish We’d Thought Of That’ Award | THE ‘Wish we’d thought of that’ AWARD | Gold |
| The Media Magic Award | THE MEDIA MAGIC AWARD | Gold |
| Digital Design | Innovative coding | Silver |
| Creative Technology | Creative use of Data | Silver |
| Digital | Integrated digital campaigns | Bronze |
Title of Entry: Equality Spell Check
Brand: Lenovo
Product/Service: Computers
Client: Claire Carter,Bushra Nasr
Entrant Company: Wunderman Thompson Dubai
Creative Agency: Wunderman Thompson Dubai
Duration of Entry: 01:59
Judging URL: http://equalityspellcheck.com/
Chief Creative Officer: Pablo Maldonado
Senior Art Director: Saymon Medeiros
Senior Copywriter: Waleed Bachnak
Account Executive: Lara Medanat, Kalid Elali, Ioanna Mavroeidi, Manon Gobet
Account Manager: Sr. Account Director: Irmak Aktas, Layal Azar
Production Company: CANJA Audio Culture
Producer: Jalal Wehbi
Date of Release: 2020-02-15
Director: Jaafar Serhan
Editor: Soheil Magdi, Valerie Pinto
Sound Engineer: UI UX Designer: Diogo Borges
URL Link (optional): http://equalityspellcheck.com/
Designer: Erick Canedo
Head of Strategy: Álvaro Bretel
Strategist: Dina Alsharif
Social Media Director: Hisham Othman
Videographer: Angélica Tenorio
CMO Lenovo: Claire Carter
Marketing Manager Lenovo: Bushra Nasr
CEO MENA: Nassib Boueri
General Manager: Faysal Abdul Malak
Notes: The MENA region loses USD 575 billion per year due to the barriers women face in the workplace daily according to PWC.
Women face significant challenges and inequalities in the workplace that men don’t realize. We wanted to highlight this issue in an attention-grabbing way that simply couldn’t be ignored. So, we chose to utilize a medium that people at work use every day, MS word.
We combined data and hard-hitting facts to develop an innovative plug-in for MS word. When downloaded, this plug-in highlighted hundreds of everyday workplace words as incorrect. And when clicked on, we revealed the meaning these words hold for women by providing facts about gender inequality in the workplace.
We also created a website where people could download our plug-in and learn valuable advice on how to take tackle inequality in their workplace. Our site was promoted with outdoor posters in key business districts, social content on Facebook, Instagram, Twitter, and LinkedIn. It was also sent by email directly to 3000 key figure heads at companies across the MENA region.
By targeting and engaging our audience in an unexpected way, we gave them a unique brand experience, leading them to reflect on themselves and their own workplace, while also encouraging them to join the conversation and make a positive change
By modifying the world’s most used program, we modified people’s behavior. And reminded them that actions speak louder than words.