In Belgium, women earn 20% less than their male counterparts in all areas of the job market, except for one – prison. Female inmates in Belgium prisons receive fixed pay for their jobs and the rate of pay is gender equal.

March 12 is Equal Pay Day in Belgium. Creative agency, Mortierbrigade, and women’s equality, NGO, ZIJKANT, have created the most striking equal pay campaign in their history of standout work. The annual work aims to raise awareness and campaign for action to close the gender pay gap.

The satirical film, directed by duo Lionel Goldstein through Czar, shows the extraordinary lengths women will go to for an equally paid existence – by getting themselves arrested and put in prison.

The campaign runs from March 12 on TV, in cinema, DOOH and activation.

Credits
Client: Equal Pay Day 
Client Team: Julie Van Garsse, Cato Mortier & Rafke Pijls

Agency: mortierbrigade
Partner & CEO: Jens Mortier
Partner & Executive Creative Director: Joost Berends
Partner & Brand Design Director: Philippe De Ceuster
Creatives: Lionel Goldstein, Fred & Nico 
Head of Production: Charlotte Coddens
Agency Producer: Manoe Delissen
Account Executive: Emma Robberechts
Media Strategist: Chenling Zhang
Cross Media Designers & DTPs: Vito Latorrata, Sophie Bayeul

Production: Czar.be
Director: Lionel Goldstein
Film script: Lionel Goldstein
Executive Producer: Eurydice Gysel
Producer: Maarten De Sutter
1st AD: Martine Temmerman
DOP: Grimm Vandekerckhove
Art Director: Tanker
Stylist: Catherine Marchand
Hair & Make up: Gert Botty
Casting: Xtraz
Editor: Manu Van Hove
Grading: Laurens Orij @ Crabsalad
Online Graphics: Dries Derycke

Post Production: Czar
Post Producer: Bieke De Keersmaecker
Sound & Mix: Senstudio
Music: Suno.com by Joe