| Brief | In 2019 only 5 of the top Billboard 100 DJs were women. The 10 highest paid DJs earned over $272 million. They were all men. No woman has ever made the list.Shocking statistics that were not being discussed by anyone, let alone brands.Bud Light Canada - a brand focused on inclusivity, diversity, and music saw this imbalance and challenges female artists encountered and felt an obligation to take action. The brand knew the target had become cynical of ads, but that they would align with brands that stood for a deeper social cause.The brand concepted, produced and released “Underplayed”, a feature-length documentary film that followed the top female DJs in the world bringing much needed attention to the often ignored subject of gender inequality in the music industry.The documentary received the most earned coverage of any initiative Bud Light Canada has endeavoured with success around the world. |
| 剧情简介 | In 2019 only 5 of the top Billboard 100 DJs were women. The 10 highest paid DJs earned over $272 million. They were all men. No woman has ever made the list.Shocking statistics that were not being discussed by anyone, let alone brands.Bud Light Canada - a brand focused on inclusivity, diversity, and music saw this imbalance and challenges female artists encountered and felt an obligation to take action. The brand knew the target had become cynical of ads, but that they would align with brands that stood for a deeper social cause.The brand concepted, produced and released “Underplayed”, a feature-length documentary film that followed the top female DJs in the world bringing much needed attention to the often ignored subject of gender inequality in the music industry.The documentary received the most earned coverage of any initiative Bud Light Canada has endeavoured with success around the world. |