CZAR's Lionel Goldstein has won a Bronze Lion in Direction Craft at Cannes Lions for 'Equal Pay Day
In Belgium, the main obstacle to pay equality is part-time work. In fact, 44% of women who work do so part-time, compared to 11% of men. And part-time work generally means also taking care of the children, the groceries, household chores etc. So in reality, part-time work is spending less time at work only to spend more time on less fun tasks at home.
'Equal Pay Day' shows men with difficult and even downright horrible jobs. Those men are not afraid of doing their shitty jobs day in, day out, but they assume they won’t have to do the shitty jobs at home. The ironic message encourages them to restore the balance and ensure it is not only women who work part-time.
The video was produced by CZAR Brussels for Mortierbrigade. The unique soundtrack, ‘Manly Men’, was written by Greg Keeler, a poet and professor who consented to his music being used once he had seen the video.