#MakeUpForThePayGap — Alejandro Ortiz / Art Director / Creative

Alejandro Ortiz / Art Director / Creative

#MakeUpForThePayGap

Leo Burnett / Dubai
Concept & Art Direction

Created with ItsHerWay and ItsHerCareer, the campaign started where the audience already was: beauty content creators on TikTok. The idea was simple, challenge women to "transform into a man" to get paid equally, and let the internet do the rest.

It spread fast. In the Middle East, women can earn up to 54% less than men for the same work, and the challenge made sure people felt that number rather than just read it. The rollout drove a 186% increase in website traffic and pulled hundreds of HR professionals into the conversation. AR filters and an Equal Pay Conference followed, pushing companies to commit to transparent, equitable pay practices.

37°14′0″N 115°48′30″W