Wesley Hawes, executive creative director at Innocean Australia, told the AdNews Agency of the Year awards audience that "more men to lean in to move the dial and create change".
The full service ad agency won the Diversity Award for its Show Up For IWD campaign which took on the "world’s biggest misogynist", Andrew Tate, and his army of followers and made them the mouthpiece of the campaign.
Using a clever editing technique the campaign took his hateful words and turned them into an open invitation to ‘Show up’ for IWD.
Hawes, on stage in front of 450 people, said while he would normally hang around looking awkward at the back of the stage whenever Fuck The Cupcakes wins, tonight he was fronting, loud and proud.
"Because the truth is we need more men to lean in to move the dial and create change - especially the dads in the room, " Hawes said.
"As we say in our Allies men’s group sessions (yes we have an industry wide men’s group that discusses and educates other men about gender equality!)…If you’re a dad with daughters, it’s really important you lean into this conversation.
"To better understand and empathise with what your girls are going to go through growing up.
"If you’re a dad with sons, it’s absolutely essential. Because ultimately we need more young men like Lachie (young Innocean art director and one half of the awesome creative team behind the Fuck The Cupcakes winning campaign) in the world – and less pricks like Andrew Tate."
Innocean won three awards this year, including Small Budget Media Campaign of the Year (Less than $500,000) and Brand Partnership Award.
Campaign Credits for ‘show up’ for International Women’s Day:
Client: Fck The Cupcakes
Creative Agency: Innocean Australia
CEO: Jasmin Bedir
ECD: Wesley Hawes
CD: Effie Kacopieros
Copywriter: Georgie Parchert
Art Director: Lachlan Rotherham
Business Director: Carly Pelham
Account Manager: Alex Hopkins
Head of Digital: Matt Morgan
Head of Content: Martin Hong
CSO: Gual Barwell
Strategist: Eliza Millett
Head of Production: Esmé Fisher
Producer: Brittany Mirabitur
Head of Design: Michael Macgregor
Designer: Damien Tavella
Editor: Dave Anlezark
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