ART GAP
CLIENT
STANDARD CHARTERED BANK
TYPE OF CLIENT
BANKING
CATEGORY
Campaign, Strategy, Print, Social, Activation
PROBLEM
Gender pay gap stories were stuck in statistics—lacking emotional impact or lasting cultural change.
IDEA
If women are paid 47.6% less, let them paint 47.6% less. 19 female artists showcased incomplete works to visually protest the gender pay gap.
STRATEGY
Use World Art Dubai to provoke C-suite leaders, art buyers, and media—reframing pay inequality through a powerful artistic statement.
EXECUTION
A curated exhibition of incomplete art, supported by influencer voices, VIP events, pledges, and a dedicated online platform to expand global reach.
RESULTS
20M+
Social Media Impressions
A stat-turned-statement that resonated globally across platforms.
7,500+
Equal Pay Pledges
From CEOs to students, audiences signed up to support fair pay.
$1.4M
Earned Media Value
Coverage from BBC, Reuters, VICE, and more turned a local art fair into global news.
10,000+
Visitors
Including UN leaders, government dignitaries, and industry influencers.