The Problem Is Not Seeing The Problem

The IPG-produced short ‘The Problem is Not Seeing the Problem’ launched on the initiative’s one-year anniversary

The Unstereotype Alliance has launched a powerful new short film, ‘The Problem is not Seeing the Problem’, produced by IPG, calling on the industry to act immediately to eliminate stereotypes from their ads.

The thought-provoking spot was created by MullenLowe London.

Unveiled on the one-year anniversary of the thought and action platform, the film presents a series of auditions in which people are asked to act in certain ways according to the stereotypes about them. Approaching the issue with a good sense of humour, the short is a stark reminder that the advertising industry has a long way to go to remove these false preconceptions from its output.

The Unstereotype Alliance – an industry-led initiative convened by UN Women, the lead UN agency on gender equality and women’s rights, to end harmful stereotypes often perpetuated through advertising – celebrates major achievements on its first anniversary at the Cannes International Festival of Creativity. The Alliance also introduces insights from its new report ‘Unstereotype: Beyond Gender. The Invisible Stereotypes’ which stresses the urgent need to focus on the complexity of gender and intersecting stereotypes as expressed in different cultural contexts.

CLIENT

ADVERTISER: The Unstereotype Alliance
CREATIVE AGENCY
CREATIVE AGENCY: MullenLowe, London/IPG

PRODUCER: Luke Judlin

CHIEF CREATIVE OFFICER: Jose Miguel Sokoloff

DIRECTOR OF INTEGRATED PRODUCTION: Trudy Waldon

PLANNING DIRECTOR: Ayesha Walawalkar (Global)

CHIEF OPERATING OFFICER: Helen Bell

GLOBAL BUSINESS LEAD: Liann Al-Chami (Director)

GLOBAL ACCOUNT EXECUTIVE: Safae Bouazz

HEAD OF CREATIVE: Rob Hare (Design)

GLOBAL CREATIVE DIRECTOR: Alex Okada

ACCOUNT MANAGER: Marina Damato (Global)
PRODUCTION COMPANY
PRODUCTION COMPANY: Snapper Films

EXECUTIVE PRODUCER: Helen Hadfield

DIRECTOR: Joanna Bailey

LINE PRODUCER: Rosie Pike
OFFLINE
EDIT COMPANY: Speade

EDITOR: Sam Sneade, Sam Allen (assistant)
POST PRODUCTION / VFX
COLOURIST: Seamus O’Kane

EXECUTIVE PRODUCER: Colin Oaten

PRODUCTION COORDINATOR: Dan Crozier

COLOUR PRODUCER: Charlie Morris

VFX: The Mill

COLOUR COMPANIES: The Mill

2D LEAD: James Pratt

COLOUR COMPANY: The Mill
MUSIC
MUSIC SUPERVISION: Joe Rice

COMPOSER: KLANG

SONG: ‘Alliance’

MUSIC AGENCY: SixtyFour Music
SOUND
SOUND COMPANY: Wave

SOUND DESIGNER: Ed Downham

: Ben Tomlin | Head of Integrated Production

This article was originally published on LBBO

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