Bronze
Creative Strategy
Finance
| Entrant: | BETC HAVAS, Sao Paulo |
| Brand: | Santander Bank |
| Title: | "The Gender Discount" |
| Corporate Name of Client: | Santander Bank |
| Client Company: | Santander Bank, Sao Paulo |
| Clients: | Igor Puga/Danielle Sardenberg/Camila Corbett |
| Media Planners: | Brunno Froes/Felipe Manno |
| Agency: | BETC HAVAS, Sao Paulo/Suno United Creators, Sao Paulo |
| Chief Creative Officer: | Erh Ray |
| Executive Creative Directors: | Daniel Schiavon/Zico Farina |
| Creative Directors: | Leandro Lourencao/Vitor Hildebrand/Juliano Almeida/Gabriel Duarte |
| Creative Directors - SUNO: | Thiago Bocatto/Nelson Costa |
| Associate Creative Directors: | Diego Leonardo/Thiago Lima/Raissa Ferreira/Gleison "Stiev" Stievano |
| Copywriters: | Larissa Coelho/Pedro Alonso |
| Art Directors: | Matheus Matsumoto/Junior Margarido/Mariana Karassawa |
| Ar Director - SUNO: | Gabrielle Henriques |
| Agency Head of Production: | Ana Paula Casagrande |
| Agency Producers: | Paula Pereira/Juliana Arantes |
| Agency Planners: | Paula Granette/Giovanna Bariani |
| Agency Planner - SUNO: | Giulia Queiroz |
| Production Companies: | MyMama Entertainment, Sao Paulo/Produceria , Sao Paulo |
| Director - MyMama Entertainment: | Ana Valente |
| 1st AD - MyMama Entertainment: | Fernanda Magalhaes |
| 2nd AD - MyMama Entertainment: | Camila Justino |
| Executive Producers - MyMama Entertainment: | Joao da Terra/Pati Caldas |
| Producers - MyMama Entertainment: | Andre Pinho/Mayra Faour Auad/Gabrielle Auad/Silvia Neri/Camila Abade/Rafael de Paula/Caroline Meirelles/Latino Mello/Ariane Manecolo/Antonio Marcos |
| Director of Photography - MyMama Entertainment: | Urso Morto |
| Production Assistant - MyMama Entertainment: | Bianca Dias |
| Post-Producers - MyMama Entertainment: | Fezao Barbieri/Junior Spinella/Bruno Spinella |
| Producers - Produceria: | Alessandra Garone/Sid Fernandes/Daniel Poletto/Rodrigo Senra |
| Motion Designer - Produceria: | Luca Santiago |
| Editor - MyMama Entertainment: | Raphael Tarso |
| Editor - Produceria: | Rodolfo Belon |
| Colorist - MyMama Entertainment: | Lucas Campos |
| Sound Design Companies: | Tentaculo Audio, Sao Paulo/HEFTY, Sao Paulo |
| Sound Design Producers – HEFTY: | Edu Luke/Cris Botarelli/Otavio Cavalheiro/Bruno Camara,/Celso Moretti/Tuco Barini/Renan Marques |
| Sound Designers - Tentaculo Audio: | Fabi Apocalypse/Luisa Paiva/Henrique Rausch |
| Sound Designers – HEFTY: | Debora Carvalho/Thais Gazoli/Ana Peluzo/Larissa Durante/Fabi Lugli |
| Voice-Over - Tentaculo Audio: | Mariana Seixas |
Description:
How can we encourage a fairer world and better living conditions for women?
Therefore, it served as a platform for an unprecedented discussion about wage inequality in the mainstream media, with Santander offering a 21% discount on various bank services exclusively for women.
Going beyond the date, Santander decided it's not enough to just acknowledge a debt, it needs to be paid.
In such a challenging scenario, it's important to move beyond the realm of advertising and take real actions to continue the fight for gender equality.
Recognizing the need to impact the reality of mothers, we knew it was important to uphold a discourse built by Santander in the struggle for gender equality, which originated from within the organization.
With a bold proposal, Santander decided to address this debt and offer special conditions for women, doing something financially relevant for them. In these special conditions, the bank eliminated the gap, ensuring that wage disparity was transformed into equity in Santander products.
During the campaign, Santander faced numerous misogynistic attacks on social media.
However, this became a reason for the bank to embrace the cause even more, not giving up on the initiative or reducing efforts and investments. Quite the opposite.