Standard Chartered Bank UAE / UAE / 2019Experiential · PR Stunts · Social
Art Gap.
Standard Chartered used an exhibition of deliberately unfinished artworks to make the gender pay gap in art visible.
- Brand
- Standard Chartered Bank UAE
- Agency
- TBWA\RAAD Dubai
- Market
- UAE
- Region
- GCC
- Year
- 2019
The challenge
Raise awareness of gender pay inequality in a way people could see and discuss.
The idea
Nineteen women artists recreated works with 47.6% of each canvas left unfinished, reflecting the gap cited by an Oxford study of art prices. The works were exhibited at World Art Dubai and collected in a book.
Results
- The Cresta award entry reports over 10,000 exhibition visitors and more than 7,500 equal-pay pledges (https://www.cresta-awards.com/?action=ows%3Aentries.details&e=46511&project_year=2020).
Case study source: TBWA\RAAD Source ↗
Awards
- Cresta Awards 2020Print Design – Brochure/PublicationGold
- Cresta Awards 2020Print, OOH – Poster/Billboard campaign (2-6 executions)Silver
- WARC Prize for MENA Strategy 2020 — Gold (https://www.warc.com/en/article/standard-chartered-bank-%28scb%29%3A-art-gap-1b26cacf8a714ae0bdd4ebee8e6008a6)
- Dubai Lynx 2020/2021 — Silver, Brand Experience & Activation / Exhibitions and Installations (https://d2tlfce4un01ic.cloudfront.net/dubai/downloads/previous_winners/Dubai_Lynx_2020_2021_Brand_Experience__Activation_Winners.pdf)
- MEPRA Awards 2019 — Gold, Best Use of Creative; Silver, Best Use of Data and Insights; Bronze, Best Integrated Campaign (https://news.mepra.org/2019-mepra-awards-art-gap-by-standard-chartered-and-tbwaraad/)
Credits
- Brand
- Standard Chartered Bank UAE
- Creative agency
- TBWA\RAAD Dubai
- Exhibition partner
- World Art Dubai
- Curator
- Batool Jafri
- Creative director
- Sandeep Fernandes
- Chief creative officer
- Walid Kanaan
- Head of strategy
- Remie Abdo
