Preço da Realidade

Client: Minipreço

Discipline: Brand Experience

The idea

Gender pay inequality continues to be a reality in Portugal. Although 2/3 of degrees in Portugal are completed by women, on job market entry, they still earn 14% less than men. In fact, this means that every euro earned cost 14% more to earn. On International Women's Day, we wanted to share this harsh reality with our customers. But more than just sharing this information, we wanted our male customers to feel in their wallets what Portuguese women feel every day in their work. We wanted you to feel the Price of Reality. So, overnight, we changed not only the decoration but also the prices of an entire Minipreço store, to 14% more expensive. But only for men.