Office of Gender Equality and Equal Treatment Commissioner

Fighting Discrimination with Absurdity!

Agency: Tabasco


When the war broke out in Ukraine, Estonia was one of the leading countries in providing help and aid to Ukrainians. However, we soon faced an unexpected problem - it was difficult for war refugees to find rental apartments here because many landlords discriminated against them. Simply because they were Ukrainians. And this is absurd!

In order to make people understand the irrationality of discrimination, we decided to respond in a similar manner - by targeting groups based on physical and unexpected characteristics such as hair color, handedness, and tattoos. Our goal was to prompt people to reflect on their own prejudices and to realise how absurd and hurtful discrimination is.

This professional campaign titled 'Fighting Discrimination with Absurdity!' was published in Estonia in September, 2022. It was created for the brand: Office of Gender Equality and Equal Treatment Commissioner, by ad agency: Tabasco. This Ambient, Digital, and Integrated media campaign is related to the Public Interest, NGO and Real Estate industries and contains 3 media assets. It was submitted 4 months ago.


Creative Agency: Tabasco
Creative Director: Anna Stina Tõnissaar
Creative Director: Kerstin Raidma
Designer: Kuldar Leement
Animator: Joan Amjärv
Project Manager: Kristina Kavak
Project Manager: Katrin Pihela
Photographer: Henrik Metstak
Video: Kim Õun


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