Agency: Saatchi & Saatchi
Client: Women in Film | The $1.000 For Your Consideration Campaign
Role: Concepting + Art Director
Background
Women have made up only 12% of Oscar winners in the last decade.
Women in Film, an organization dedicated to advocating for women in Hollywood, wanted to ensure women’s films received equal consideration by Academy Awards voters.
So we infiltrated all the places Academy voters would be with a budget of less than $1,000 vs 15M. Making sure that as they consider their vote, they consider the films made by women.
The $1.000 “For Your Consideration” Campaign
Year after year, the Academy Awards has been lambasted for its lack of diverse nominees and winners. Hashtags including “OscarsSoWhite” and “OscarsSoMale” seem to recur far too frequently. From 2011 to 2020, Insider found that 71.1% of awards in top categories went to male recipients.
In the six weeks leading up to the Oscars, voters view the nominated films and decide which they'll vote for. Unfortunately, they have to view many films in a short amount of time. Hollywood studios spend an average of $15 million per film, saturating Los Angeles with "For Your Consideration" campaigns to get their votes.
In the six weeks leading up to the Oscars, voters view the nominated films and decide which they'll vote for. Unfortunately, they have to view many films in a short amount of time. Hollywood studios spend an average of $15 million per film, saturating Los Angeles with "For Your Consideration" campaigns to get their votes.
“For Your Consideration” billboards in L.A
To reach Academy voters across the industry, we hijacked the one thing always present in their workplaces: coffee cups. We decided to turn simple coffee sleeves into a targeted For Your Consideration campaign.
During the 6 weeks leading up to the Oscars, when voters are viewing films and considering their vote (ahead of the week-long voting period), we got our coffee sleeves everywhere we knew voters would be. With a simple QR code, we reached out to voters that allowed them to easily see all of the Oscar-nominated films women worked on in one place.
Idea
To reach Academy voters across the industry, we hijacked the one thing always present in their workplaces: coffee cups. We decided to turn simple coffee sleeves into a targeted For Your Consideration campaign.
During the 6 weeks leading up to the Oscars, when voters are viewing films and considering their vote (ahead of the week-long voting period), we got our coffee sleeves everywhere we knew voters would be. With a simple QR code, we reached out to voters that allowed them to easily see all of the Oscar-nominated films women worked on in one place.
During the 6 weeks leading up to the Oscars, when voters are viewing films and considering their vote (ahead of the week-long voting period), we got our coffee sleeves everywhere we knew voters would be.
By infiltrating film sets, edit suites, sound studios, and post production houses where Academy Awards voters work, we ensured that the films made by women got directly into the hands of Academy voters.
Results
We distributed coffee sleeves to 25 locations including film sets and post production facilities, getting the work of Oscar-nominated women into the hands of industry professionals and Academy voters. They engaged with the QR code at a rate 700% higher than the average QR code. The campaign was also promoted by primetime actors Keri Russell, Matthew Rhys, writer/director/producer Lake Bell, and Marvel film star Benedict Wong.
At this year’s Academy Awards women took home some of the night’s biggest awards with Jane Campion taking home Best Director for "The Power of the Dog" and Sian Heder winning both Best Picture and Best adapted screenplay for "CODA".
With a budget of less than $1,000 vs 15M, we infiltrated all the places Academy voters would be. Making sure that as they consider their vote, they consider the films made by women.
