| Titolo | Mind the gap |
| Brief | In order to highlight the gender pay gap on Equal Pay Day in Germany, the Berlin Transport Authority launched a subway ticket that cost 21% less than one for men. A combination of media were used to promote the "unequal" ticket and get the message across. Women are paid 21% less, so why should they pay the same amount as men for a subway ticket? And yes, women do "Mind the gap!" |
| Agenzia | Serviceplan Group |
| Campagna | Mind the gap |
| Cliente | Berliner Verkehrsbetriebe (BVG) |
| Marca | Berliner Verkehrsbetriebe (BVG) |
| Data di Prima Diffusione/Publicazione | 2019 / 5 |
| Settore | Turismo/Viaggi e Trasporto |
| Trama | To mark 'Equal Pay Day', the Berlin metro offers a 'Women's Ticket' at a reduced fare to highlight the pay differential between the genders. The 'Frauenticket' initiative is limited to March 18, and accompanied by the slogan: 'Mind the Pay Gap'. |
| Problema | vvvvvv |
| Tipo di Media | Case Study |
| Lunghezza | |
| Copywriter | Sebastian Bialon |
| Copywriter | Jan Roters |
| Art Director | Wenke Möller-Madhana |
| Art Director | Nils Frankenbach |
| Chief Creative Officer | Alex Schill |
| Creative Director | Myles Lord |
| Account Manager | Philipp Krause |
| Account | Sandra Bergström |
| General Manager | Patricia Nassauer |
| Production Company | Media Monks Amsterdam |
| Technical Director | Richard Heuser |
| Technical Director | Edwin Scholte |
| Producer | Chance Woodward |
| Copywriter | Sebastian Bialon |
| Senior Media Consultant | Jana Dreger |
| Media Agency | MEDIAPLUS |
| Director | EVA JULIA MANNEKE |