senckađ
Group745
Group745
Group745
Group745
Group745
Group745
Creative in association withGear Seven
Group745
Why Did This Argentinean Store Jack Up Prices on International Women's Day?
05/05/2017
Group745
Advertising Agency
Paris, France
45
Share
Publicis Buenos Aires and Minicuotas Ribeiro make a point with their crazy prices
Group_3646
In Argentina the weird idea that women actually like ironing and cleaning, and that therefore household appliances are great gifts, is an oddly persistent one. Year after year, brands use Mother’s Day and – spectacularly missing the point – International Women’s Day as an excuse to promote their products. They exhort consumers to buy it for “mom” or for “the woman of the house”. Cringe.

That’s why Publicis Buenos Aires generated #RegalaleUnRegalo, for Minicuotas Ribeiro, a store that specialises in appliances. Instead of holding a sale, the prices for domestic appliances were jacked up to unattainable levels to communicate on the message: an iron or a hoover are not and never should have been a gift option.

“Like society, we’ve already begun to examine the role that women had before but still there is a long way to be covered. From Publicis Buenos Aires we are working to contribute to the change and exactly to replace the women’s place in the advertising”, commented Publicis Buenos Aires Creative Director Florencia Rodríguez.

Across the Women’s Day campaign, Minicuotas Ribeiro encouraged their audience to delight women, defending their status and give them gifts that were… real gifts.  

Credits
Agency / Creative
Post Production / VFX
Music / Sound
Work from Publicis Worldwide
Group745
Grand Theft Insurance
Baloise
13/02/2024
11
0
Group745
Find Your Thing
Walmart
25/10/2023
3.4k
0
Group745
UNLIMITAIL REVEAL VIVATECH
UNLIMITAIL
15/06/2023
14
0
ALL THEIR WORK