mortierbrigade continues to open eyes about about the gender pay gap for Belgian advocacy group, Zijkant, on Equal Pay Day.

This time it has created an uncomfortable video that mocks the Old Boys Club and its way of doing business – using the analogy of a dick handshake. The PSA is set to the ridiculous The Dickhead Song by Miles Betterman, with its message, “I trust you because you have a dick.”

The video was directed by Lionel Goldstein (the pseudonym for Belgian directing team, Koen Mortier and Joe Vanhoutteghem, co-founders of Czar Films) and produced by Czar Films.

In 2022, women earned 17% less than men on average. Women earn just 82 cents for every dollar a man makes. 

Credits
Client: Zijkant
Agency: mortierbrigade Brussels
Partner & CEO: Jens Mortier
Partner & Executive Creative Director: Joost Berends
Partner & Brand Design Director: Philippe de Ceuster
Creative: Geoffrey Masse
Creatives: Nils Ides & Lionel Goldstein
Strategy: Maaike De Wae
Head of Production: Charlotte Coddens
Lead Producer: Charlotte Coddens
Account Executive: Evy De Koninck
Media: Vito Latorrata

Production: CZAR.BE
Director: Lionel Goldstein
Executive Producer: Eurydice Gysel
Producer: Maarten De Sutter
DOP: Grimm Vandekerckhove
Art Direction: Tanker
Editor: Manu Van Hove
Grading: Olivier Ogneux

Post Production: Czar
Post Producer: Bieke De Keersmaecker
Online Editor: Jef Neefs
Online Editor: Dries Derycke
Sound mix: Senstudio
Music Artist: Miles Betterman