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CREATIVE CONCEPTS
CREATIVE CONCEPTS
Agency: PARTY
Client: MTV
MTV's Look Different campaign wanted to call attention to the gender wage gap in America, so we created the 79% Work Clock. Studies show that women who work full-time are paid only 79% of what men make annually, so the 79% Work Clock lets you know when 79% of the work day has passed. When a woman hears its chime, she might as well go home. We gave hundreds of these clocks to people in workplaces across the country, to serve as a daily reminder that at a certain point, the gender wage gap means women aren’t being paid for their work. We also produced a promotional video and a website to support the project.