Description
In Belgium, women earn 20% less than their male counterparts in all areas of the job market, except for one: prison. Female inmates in Belgium prisons receive fixed pay for their jobs and the rate of pay is gender equal.
Today, March 12, is Equal Pay Day in Belgium, and women’s equality NGO ZIJKANT has launched its annual campaign to raise awareness and campaigning for action to close the gender pay gap.
Created by agency Mortierbrigade and directed by duo Lionel Goldstein through Czar, the humourous spot shows the extraordinary length women will go to for an equally paid existence by getting themselves arrested and put in prison.
The campaign runs from March 12 on TV, in cinema, DOOH and activation.
This professional campaign titled 'Equal Pay Day' was published in Belgium in March, 2026. It was created for the brand: ZIJkant, by ad agency: Mortierbrigade. This Film medium campaign is related to the Public Interest industry and contains 1 media asset. It was submitted about 2 hours ago by Brooks: Zoe.
Credits
Client: Equal Pay Day
Client contacts: Julie Van Garsse, Cato Mortier & Rafke Pijls
Agency: mortierbrigade
Partner & CEO: Jens Mortier
Partner & Executive Creative Director: Joost Berends
Partner & Brand Design Director: Philippe De Ceuster
Creatives: Lionel Goldstein, Fred & Nico
Head of Production: Charlotte Coddens
Agency Producer: Manoe Delissen
Account Executive: Emma Robberechts
Media Strategist: Chenling Zhang
Cross Media Designer/DTP: Vito Latorrata, Sophie Bayeul
Production: Czar.be
Director: Lionel Goldstein
Film script: Lionel Goldstein
Executive Producer: Eurydice Gysel
Producer: Maarten De Sutter
1st AD: Martine Temmerman
DOP: Grimm Vandekerckhove
Art Director: Tanker
Stylist: Catherine Marchand
Hair & Make up: Gert Botty
Casting: Xtraz
Editor: Manu Van Hove
Grading: Laurens Orij - Crabsalad
Online Graphics: Dries Derycke
Post Production: Czar
Post Producer: Bieke De Keersmaecker
Sound & Mix: Senstudio
Music: Suno.com by Joe
