The voice of equality, women’s rights and safety has been brought to the world’s consciousness with the rise of #MeToo, #AmINext and other similar movements. Discussions on issues of gender-based-violence (GBV) have come to the fore across social media and traditional platforms globally. HeForShe and Standard Bank’s ‘Rewrite The Rules’ commercial by VMLY&R South Africa navigates the topics of gender-based-violence, equality and women’s safety in a creative way while adding context.
The commercial follows the life of a woman who is subjected to different barriers throughout her day, from the time she travels to work by taxi fearing harassment to possible abuse at home. She proves herself in the boardroom and endured cat calls in the streets which add challenges to her days highlighting how society should collaborate to positively change our communities.
All these challenges are starkly put on the spotlight throughout the ad.
When women still live in fear, feel marginalised and have to keep their lips sealed for fear of abuse, should we not rewrite the rules?
AGENCY AND TEAM CREDITS
Ad title: #RewriteTheRules
Country: South Africa
Client: Standard Bank
Creative Agency: VMLY&R South Africa
Account Director: Lee Moorcroft, Chrizaan Meintjes
Executive Creative Director: Jacquie Mullany
Copywriter: Anthea Webber; Jacquie Mullany
Art Director: Gina King
Production Company: First Pencil
Executive Producer: Brenda Wilson
Music and Sound Design: Sterling Sound
Agency Producer: Loli Bishop
Director: Justine Puren-Calverley
Editor: Paul Van Der Westhuizen