Innocean ECD urges men to show up for gender equality in AOTY speech

Ashley Regan
By Ashley Regan | 26 February 2024
Wesley Hawes on stage at AdNews Agency of the Year awards.

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 team

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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