International Women’s Day Takeover
2018 Louix Student Award Winner - GueRrilla Advertising (Online/Interactive)
Guerrilla Campaign for Pornhub
#spec
Women are acknowledged only once a year for their achievements and struggles to make it in a patriarchal world on International Women’s Day. The problem is a lot of guys still choose to look at porn showing women in subservient roles, like maids and secretaries. Not today, guys! Come on.
In order to redirect viewers to porn that shows women in high positions, Pornhub decided to use the place where men look for their misogynistic fantasies: the search box.
Every time someone types "secretary" or "maid", they'll be shown porn where women play CEOs and managers.
Redirect to porn with women in high positions
PornHub’s search box will redirect anyone looking for porn that belittles women to content where women are in positions of power usually occupied by men.
Educating while titillating
We’ll create a new collection of videos showing women in different positions of power while also teaching viewers about how to treat women in the workplace, income disparity, and how to create a nurturing workplace environment.
Donations per click
For every click on a video with women in high positions, PornHub will donate $1 to the Global Fund for Women.
If visitors watch one educational video, they’ll get a day’s worth of free PornHub Premium content. They can continue to satisfy their vices while knowing that they donated to a good cause and learned something too.
CREDITS:
ART: Christian Baron
CD: Simeon Coker, Marlon Von Franquemont, Florian Weitzel and David Herrman
Org: Miami Ad School Berlin