Hello, Ladies!

Frustrated with your pockets' limited storage capacity?

Well…that’s not a coincidence.

Insight: When I noticed that women's jeans had shorter pockets,
I searched into it further and discovered that they were indeed 48% shorter pockets than men's jeans, almost as if they were tailored to carry lower income.

Idea: My team and I took advantage of denim's rebellious nature and turned the missing pocket gap into a symbol for equal pay with #EqualPockets.

I came up with the insight for this campaign and provided copy to build it.

Denim makes a symbol for equal pay with #EqualPockets.

Creative team:
Omkcar Shethe, Hitarthy Shah, Vaishnavi Rai,
Rohit Wani, Patrik Lenhart, Marco Lemcke, Maximilian Müller,
Alice Rotelli, Sirena Grace Martinelli.

Press:
Fizzy Mag, Interview.de, Brandingmag, Marketing Directo, Wuv.de, Seiler's Werbeblog.

Agency: DDB Berlin