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This TVC shows women in different walks of life claiming that they don't want to be known as 'better halves' or 'weaker halves' - all they want is their 'half'. The TVC pushes for women's equality whether it's about space, pay, the opportunity for education, opportunity to make decisions and more. The voice over says 'Women have been denied their half for far too long. Let us unite for the equal half.’
The #UnitedByHalf campaign is designed to change the mindset of society and celebrate women as equal partners, actively standing for their right to an equal life. It is time to unite with love and equality! Women’s safety and gender equality are issues promoted through the Benetton Women Empowerment Program, a long-term initiative to support women's rights worldwide.
This TVC was conceptualized by Creativeland Asia and directed by Shirsha Guha Thakurta from Oink Films. Prakash Kurup, Sumanth David and Michele Ricossa were the Prime Focus experts that executed the Picture Post and Grading for this wonderful initiative.
Credits
Client: UNITED COLORS OF BENETTON - #UnitedByHalf
Agency: Creativeland Asia
Production House: Oink films
Director: Shirsha Guha Thakurta
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