The 'Unfair' Race

Creative idea

Zewa, the global hygiene brand believes that „hygiene has no gender”. The campaign aimed to get parents to think about the role in setting their children’s values for life through the example they set at home. With a very limited media budget we knew that key to the success is to create a compelling, easily understood narrative. We used children’s voice to raise the issue. Through „the Unfair Race” children understood immediately the metaphore of unequal gender stereotypes at home. The effect was unexpected. The organic reach of the campaign was more than double than the paid, despite the film being 3 minutes long.

Brand name: Zewa
Advertiser / client: Essity
Product / service: consumer tissue
Campaign name: The 'Unfair' Race
Agency network: PUBLICIS
Agency: Publicis Groupe Budapest
Additional company: Publicis Poke London
Production company: Picture Base
Web address: https://www.zewa.net/hu/gondoskodni-egyutt-jo/
Executive creative director: Dave Monk, Vilmos Farkas - Budapest
Creative director: Steve Paskin
Art director: Paulina Zabrodskaya, Peter Marton
Copywriter: Sandra Bold, Antal Horvath
Account director (agency): Paul Matuszczyk, Aniko Koger
Media director: Krisztina Koczo
Strategic planner / strategist: Charlotte Stone
Director: David Ungvari
Agency producer: Viktor Torma
Post production: Picture Base
Post production producer: Gabor Moradi, Gabor Stotzer