Smells Like Inequality
PSA/Charity Digital Advertising - Single
TAXI Canada, Toronto, ON
Chief Creative Officer: Alexis Bronstorph, Kelsey Horne Art Director: Reid Plaxton Copywriter: Allegra Wiesenfeld Producer: Kelsey-Lynn Corradetti
Even though it's illegal to pay women less than men, women still make 75 cents on the dollar. While discussion on Canada's gender pay gap had dwindled, people couldn't stop talking about Goop's This Smells Like My Vagina candle that cost $75. The Canadian Women's Foundation hijacked the conversation with a This Smells Like My Penis candle for $100. With no difference in functionality between the two candles, the price difference highlights the disparity between men’s and women's pay in Canada.