Proximity Madrid: Cucumbers and Melons, 3

This campaign was designed to inform rather than to judge. We wanted to draw the advertising community's attention to gender inequality among male and female jurors at Advertising Festivals. To do this, we took the most recent edition of the Spanish Creativity Yearbook of the Club de Creativos (Creative Staff Club) whose 31-member jury included a mere two women. - The Club de Creativos is a non-profit organisation that works to improve the quality of creative work in Spain and which seeks to unite sector professionals with a view to improving education and training. It is currently the only organisation of its kind in Spain. We gave the sector an opportunity to express its opinion on this matter and the chance to support the cause by signing with their names, surnames and job positions. This allowed us to make a detailed study of the cause of this surprising difference.

We created a site: clubdecreativosydecreativas.com. -In Spanish, professions are always expressed in the masculine form (creativos), which is why the we added the feminine version to the name of the club. (Creativas).
The website contains three computer graphics explaining the situation of the women jurors at the festival for creative staff in Spain. The Creativity Yearbook of the Club de Creativos. These computer graphics were created using cucumbers to represent men and melons to represent women. It was a different way of attracting attention and describing both sexes. Users were able to download the computer graphics and share them on Social Networks. We gave members of the sector an opportunity to express their opinions on this matter and the chance to support the cause by signing with their names, surnames and job positions. This allowed us to make a detailed study of the cause of this surprising difference. The results were used to create another three computer graphics and to compare the results of this and last year.

More than 2,000 advertising staff supported our cause and more than 1,500 gave their opinions. The jury of the 15th edition of the Creativity Yearbook from the Club de Creativos will be made up of 24 professionals, 11 of whom are women. This is an increase of 715%. The news appeared in all the sector's magazines and blogs and was mentioned in several national newspapers.

Advertising Agency: Proximity, Madrid, Spain
Creative Director: David Vijil
Art Directors: Gerardo Vaquerizo, Antonio Jiménez
Photographer: Carlos Ruano
Executive Creative Director: Susana Pérez
Tecnology Creative Director: Victor Madueño
Systems Tecnology Director: Rafael Zafra
Published: December 2013

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