“Toronto coffee shop highlights price discrimination based on gender. ”
To raise awareness of the Pink Tax in Canada, we created a simple hidden camera experiment to illustrate just how absurd gender pricing discrimination is. Thanks to organic media coverage from Canada's National newspaper The Globe & Mail, as well as the Canadian Broadcast Corporation, over half the country heard about the issue. We even inspired an official government petition to have The Pink Tax axed.
Recognition:
Applied Arts, Advertising Non Traditional & Public Service
Here’s a whopper: BK leverage our concept for their “Chick Fries” campaign. After being approached by members of our team this resulted in The King making a charitable donation to Girls Who Code on behalf of Girl Talk Headquarters.