Ad Nut
Jun 27, 2022

Humans will land on Mars before women see equality

UN Women launches an eerily moving animation that reflects the dystopia women may very well be facing in the near future.

In a new campaign for UN Women Australia, The Monkeys have created an animated film called ‘Equality: Our Final Frontier’ where a woman walks through the streets in a high-tech future, and is greeted with projected headlines and developments from the future. These plausible scenarios include the world’s first human landing on Mars, news of the world’s first trillionaire, a fully autonomous daycare centre, and an ad for a skincare product to make women look 70 years younger. 

Each frame is directed in stunning detail and cinematographic quality, such as this screenshot below, reminiscent of Blade Runner:


Tara Ford, chief creative officer at The Monkeys, said: "Providing some real- world reference points of advancements in technology and humanity shows just how absurd (and horrifying) it is to have gender equality pegged for even further into the future. Unbelievably it’s now predicted equality will not be seen for another four generations."

In light of the US’ Roe v Wade decision last week, Ad Nut thinks that this film lands with an added sense of hopelessness and despair. While the world moves forward towards a progressive, convenient, and automated future, women will always feel as they did decades ago—left behind.



CREDITS

Client: UN Women Australia
CEO: Simone Clarke
Advisor: Sunita Gloster

Creative Agency: The Monkeys, part of Accenture Song
Group CEO and Co-Founder: Mark Green
Group Chief Creative Officer: Tara Ford
Group Chief Creative Officer & Co-Founder: Scott Nowell
Managing Director: Matt Michael
Chief Client Officer: Belinda Drew
Executive Creative Director: Barbara Humphries
Head of Innovation: Beth O’Brien
Copywriter: Lizzie Wood
Art Director: Katie Kidd, Aicha Wijland
Business Director: Lisa Zimpel
Senior Business Manager: Isabella Chidson
Planning Director: Charlotte Marshall
Social Strategist: Charlotte Goodsir
Head of Production: Penny Brown
Senior Producer: Kaija Wall
Producer: Cathryn Cooper
Executive Digital Producer: Tamara Wohl
Designer OOH & Social: Eva Godney, Mel Watson & Eimear Moroney
Creative Solutions Lead: Emma Moore

Production Company: FINCH
Director: Assembly, Jonny Kofoed
Executive Producer: Assembly, Jane Oak
Managing Director: Corey Esse
Executive Producer: Loren Bradley
Producer: Duncan Bernard

Music: Rumble Studios
Composer: Adam Moses
Music EP: Michael Gie

Sound Design: Massive Music
EP/MP: Kat Aquilla
Sound Engineer: Abby Sie & Simon Kane

Media Agency: UM
PR Agency: Edelman

Ad Nut is a surprisingly literate woodland creature that for unknown reasons has an unhealthy obsession with advertising. Ad Nut gathers ads from all over Asia and the world for your viewing pleasure, because Ad Nut loves you. You can also check out Ad Nut's Advertising Hall of Fame, or read about Ad Nut's strange obsession with 'murderous beasts'.

 

Source:
Campaign Asia

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