Kings of Indigo – Equal Pockets
In today's world, even in the most progressive countries, women continue to face a significant wage gap, earning 21% les than their male counterparts on average. However, reaching out to the younger generation, who seem more interested in following influencers than engaging in political discussions, can be a challenge. So, how do we capture their attention? By transforming a political statement into a fashion statement.
Introducing the groundbreaking #EqualPockets collection, a pioneer in offering women's jeans with pockets that match the depth of men's. Renowned illustrator and female activist, Salimah Gablan, utilized the pocket inlays as a canvas to ignite a powerful conversation about the gender pay gap. The best part? Every single penny of profit from the sales is dedicated to supporting equal pay initiatives.
With #EqualPockets, we don't just aim to make a fashion statement, but also to inspire dialogue, provoke thought, and create real change. Together, let's break free from the shackles of gender inequality and build a more equitable world for all.
Introducing the groundbreaking #EqualPockets collection, a pioneer in offering women's jeans with pockets that match the depth of men's. Renowned illustrator and female activist, Salimah Gablan, utilized the pocket inlays as a canvas to ignite a powerful conversation about the gender pay gap. The best part? Every single penny of profit from the sales is dedicated to supporting equal pay initiatives.
With #EqualPockets, we don't just aim to make a fashion statement, but also to inspire dialogue, provoke thought, and create real change. Together, let's break free from the shackles of gender inequality and build a more equitable world for all.
Credits:
Client: Volkswagen
Agency: DDB Berlin
CCO: Dennis May
ECD: Jan Harbeck, David Mousley
Creative Director: Patrick Lenhart
Senior Art director: Marco Lemcke
Copywriter: Maximilian Müller
Junior Creatie Team: Sirena Martinelli & Alice Rotelli
Illustrator: Salima Gablin
Photographer: Jonas Reichert
Music: Jay Jay Berlin
PR: BAM Berlin