SOCIAL IMPACT ACTIVATION | ADVOCACY AWARENESS CAMPAIGN
Agency: Saatchi & Saatchi
Client: Women in Film | The $1.000 For Your Consideration Campaign
Role: Art Direction
Over the past decade, women have made up just 12% of Oscar winners.
Women in Film is an organization that set out to change that, making sure films by women weren’t overlooked by Academy voters.
With a budget of under $1,000, we placed our message directly in their world, where it couldn’t be ignored.
So when it came time to vote, they wouldn’t just consider the usual contenders, but the work of women.
BACKGROUND
The Academy Awards have long faced criticism for a lack of diversity, with movements like “OscarsSoWhite” and “OscarsSoMale” calling it out.
In the weeks leading up to voting, Academy members are saturated with “For Your Consideration” campaigns, as studios spend an average of $15 million per film competing for attention.
In the weeks leading up to voting, Academy members are saturated with “For Your Consideration” campaigns, as studios spend an average of $15 million per film competing for attention.
“For Your Consideration” billboards in L.A
To reach Academy voters, we used something always in their hands: coffee cups.
We turned coffee sleeves into a targeted “For Your Consideration” campaign, placing them directly in their daily routines.
Each sleeve linked to a curated hub of Oscar-nominated work by women, making it easy to discover in one place.
Idea
To reach Academy voters, we used something always in their hands: coffee cups.
We turned coffee sleeves into a targeted “For Your Consideration” campaign, placing them directly in their daily routines.
Each sleeve linked to a curated hub of Oscar-nominated work by women, making it easy to discover in one place.
We distributed the sleeves across 25 locations, including film sets, edit suites, and post-production houses, placing them directly in the hands of Academy voters.
Results
Engagement exceeded expectations, with QR interactions 700% higher than average. The campaign was also amplified by actors and filmmakers including Keri Russell, Matthew Rhys, Lake Bell, and Benedict Wong.
With a budget of under $1,000, we created a targeted presence within an ecosystem typically dominated by multi-million dollar campaigns, helping ensure the work of women was part of the conversation.
