This Prosthetic 'Package' Tries to Address the Gender Pay Gap

Satirical Campaign Aims to Inspire Young People to Take Action

By Ann-Christine Diaz. Published on Mar 08, 2016

Editor's Pick

The road to eliminating the gender pay gap is just inches away with a new "product" created out of DDB New York for the Young Minds for Gender Equality Foundation.

Arriving just in time for International Women's Day, the satirical campaign features a series of comedic videos about an awkward businessman, Clark Hoffman, who sells "The Business Bulge," a prosthetic package women can wear underneath their pants or skirts to help create parity between them and their male colleagues -- because "A bulge in your pants means a bulge in your wallet," the introductory video says.

Other online films further describe the product and direct viewers to, where they can get information on how to take real action to address the gender gap.

"It's a ridiculous solution to a ridiculous problem, and that's what we want to convey," said Icaro Doria, chief creative officer of DDB New York in a statement. "We are inspired by YM4GE's vision to empower both young women and young men equally to become the leaders of today. The goal of this campaign is to generate more conversation around pay equality for women in the workforce, help consumers learn more about the problem and find ways to tackle it."

"YM4GE's goal is to empower millennials to turn their ideas into action, and harness real world solutions for women empowerment and the achievement of gender equality," said YM4GE President/ Founder Gerardo Porteny Backal. The campaign "flips the status quo -- in a way that is culturally relevant and resonates with our audience using a language they understand."

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Mar 08, 2016
DDB New York
Chief Creative Officer:
Icaro Doria
Creative Director:
Bruno Oppido
Creative Director:
Thiago Carvalho
Art Director:
Rachel Newell
Tyler Kirsch
President and Chief Executive Offier:
Chris Brown
Account Director:
Hollie Doran
Agency Producer:
Ed Zazzera
Agency Producer:
Amanda Van Caneghem
Social Strategy:
Chiara Martini
Social Strategy:
Robin West
Production Company:
Hungry Man
Hank Perlman
Managing Partner, Executive Producer:
Kevin Byrne
Caleb Dewart
Director, Photography:
Cale Finot
Production Designer:
Paul McConnell
Production Supervisor:
Sherra Fermino
Cosmo Street Editorial
Tom Scherma
Assistant Editor:
Dave Otte
Assistant Editor:
Chrissy Doughty
Viet-An Nguyen
Executive Producer:
Maura Woodward

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