Be a man
Kommunal, Volontaire

Sweden is considered one of the most progressive and gender equal countries in the world. Even so, a woman in Sweden earns a quarter million euro less than a man over the course of a working life. So what does a woman need to do to get a raise? The answer is simple: Be a man.

To protest against wage discrimination, Kommunal’s chairwoman Annelie Nordström became a man and a digital tool allowed anyone to join the protest. The campaign reached over 200 million people in 140 countries in only a few days, reaching a peak on International Women’s Day.

I was involved in most parts of the project from Idea & Concept, Art Direction, Design to Client Presentations and Production – app, photo, film, website and various bought media