Casefilm:
CHALLENGE:
Like many other companies, Beiersdorf is facing the challenge of positioning itself in terms of gender equality and developing a strategy with which its own company can address social developments. How does this work best? With a strong statement to the public and the corporate world: the promise to fill every second top management position with a woman as soon as possible.
DATA RESEARCH:
After intensive research on the topic of gender equality in management positions we found out that there are more Michaels and Thomas’ than in general women on top level jobs and then we found the official commercial register 2019 ranking of the most common first names of German executives. Katja is the first female name that exists 12,051 times, but just comes on 61st place – all before her are men.
We turned it into a film that should open the eyes of people and companies. By publishing the film on International Women's Day on March 8, 2020, Beiersdorf made a public pledge to fill every 2nd top management position with a woman.
Credits:
Creative Director: Marielle Wilsdorf, Kirsten Hohls
Copywriter: Max Scheer
Art Director: Robin Seufert
Production: Rabbicorn Films
Director: Andreas Hoffmann
Music Production: Not a Machine
