Piraeus Bank’s story of O
The bank’s new gender equality initiative launches a spot that calls out linguistic sexism.
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Credits
powered by
- Agency The Newtons Laboratory/Athens
- Production Company Filmiki
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Credits
powered by
- Agency The Newtons Laboratory/Athens
- Production Company Filmiki
- Music Bounce Music & Sound
- Head Creative Director Andreas Gregoriades
- Creative Director Vangelis Tolias
- Art Director Panos Nouveloglou
- Art Director Pavlidis George
- Copywriter Alexandros Konstantinidis
Credits
powered by
- Agency The Newtons Laboratory/Athens
- Production Company Filmiki
- Music Bounce Music & Sound
- Head Creative Director Andreas Gregoriades
- Creative Director Vangelis Tolias
- Art Director Panos Nouveloglou
- Art Director Pavlidis George
- Copywriter Alexandros Konstantinidis
In Greek, definite articles are used to signify the gender of the following noun. ‘O’ is the one for masculine and ‘H’ is for feminine.
However, O is often used generically for both gendered nouns, leading to the continuation of patriarchal dominance in language, and thus in culture.
Created by The Newtons Laboratory and directed by Konstantina Kotzamani, through Filmiki, this film Article O reveals the world through the eyes of a teenage girl as she encounters a world of Os.
It’s part of a campaign launching the bank’s EQUALL project, a training, networking and mentoring program aimed at women wishing to create and grow their own businesses.
