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INTRODUCTION

Presentation

Aim

Background

Case studies

Vision, Mission

Reason Why, Promise

Supporting Evidence

TARGET

Target outline

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COMMUNICATION

Communication’s aims

Communication guidelines

CONCEPT

Abstract

Project plan

Main idea

Plot

Storyboard

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17 PRE-PRODUCTION

Casting

Stage costumes

Actors

Equipment and location

PRODUCTION

Shoting

POST-PRODUCTION

Editing e Compositing

Color correction

Mistakes

Techinical problems

Soundtrack and title design

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COMMUNICATION CAMPAIGN

Conventional Marketing

Conventional Marketing - simulation

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Juliette Adam

Arlon (BE)Architecture

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OUR TEAMMesaj

Angela Cannavò

Catania (IT)Communication design

Matilde Capacciola

Livorno (IT)Communication design

Sofia Chiarini

Milano (IT)Communication design

Eda Ozkul

Rouen (FR)Architecture

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Presentation

INTRODUCTION

The topic of the annual contest patronized by Pubblicità Progresso was gender equality, which is a wide-spreading subject and presents different aspects. Because of this variety, our group decided to focus mainly on the role of housewives and on housekeeping in general, which is generally considered to be a female duty. In addition to that, someone also assume that to be a housewife is a “useless” job.

Aim

We want to make aware our target, composed of men and women over 30s, of the fact that to be a housewife is a job as respectable as every other job, although there’s no salary. As a matter of fact, housekeeping requires specifical skills and is essential to rule a house. Housewives could be considered as a “silent crowd”, whose work is often taken for granted, because housekeeping is traditionally done by women. We should also remember that there are jobs such as baby-sitter, charwoman or cooker that earn a wage to do what a housewife does, avoiding a further purchase to her family.

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Background

Starting from a historical point of view, since 1982 women have moved for an economic recognition. That year, Adriana Poli Bortone presented a petition to guarantee a monthly income for housewives. This assumption started from the idea that housewives are  the backbone of “our society, based on families”. In the same year MOICA (MOvimento Italiano CAsalinghe) and Federcasalinghe were created. These two associations claim rights for those “invisible” workers and sustain the necessity to give importance to their work.In 1995, Italian constitutional court said that housekeeping has a social and economic rilevance and should be protected (art. 35).

In 1997, a “Social insurance found for those who do care work for family without being paid” was created (although pensions for housewives and those who work for their family has been guaranteed since 1963). In addition to that, in 1999 an insurance found against domestic accident was created. Nowadays, the most recent proposals concern different items: for instance, disbursing contributions during the first three years of a child for mother-housewives, because not only do they raise their soons, but also citizens. They also suggest the creation of a network of little part-time jobs. In addition to that, in 2014 the debate about

housewives earning was under the media spotlight because of a research done by the site salary.com. According to the site’s opionion, a full-time housewife should earn 7.000 € every month, for being a chef, a driver, a teacher, a psychologist, an accountant, a laundress and a baby-sitter.

1982 1995 19991997

Legislative proposal to guarantee a monthly income for housewives

Article 35 protects work“in all its forms”, even housekeeping

Creation of a “Social insurance found for those who do care work for family without being paid”

Creation of a special insurance found for housewives against domestic accident

Federcasalinghe and Moicawere created

Inail campaign against domestic accidents.Since 1999, housewives have had the possibility to pay an insurance policy to prevent possible accidents in their workplace, that is, indeed, their own house. Every Inail campaign starts from the idea that the housewife is the soul of her home, and she can’t afford not to have an insurance, especially because she often looks after children or older relatives. Considering all the Inail campaign we have to say that they seem to be weak, because the image of woman represented comes from a stereotyped idea (the housewive is a victim, pent-up in her own house). In spite of that, there are two interesting Inail campaign: the firts one, made in 2005, points out that a housewife are essential to make the house work, avoinding paternalistic or victimistic tone of voice. The second campaign represent a housewife-fencer, who protect herself from accidents).

Case studies

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The housewife’s resign.This spot plays with the protagonist’s ambiguous language, similar to those of someone that is resigning. Apparently, she’s talking to her boss but, on the other side of the table, her family is listening to her, astonished. This turining point allows us to understand that the woman is not an employee, but a housewife. This metaphor, smart and intelligent, assumes the idea that be a housewife is a job similar to every other job and that it can afford to use the same terms and tone of voice that “official work” usually does.

Extreme HousekeepingThis Dutch spot is a parody of actions film trailer. However, the enemy is not a terrible warlord or something similar, but housework. Every action is extreme and extremely funny, the body copy uses the same terms and tone of the action films and every scene wants to make us laugh.

We want to make our target aware of the importance of housewives’ position in our society. We want also to break the tradition and the stereotype, which associate housekeeping only with women.

Our mission consist in reducing the difference between paid job and household job, creating a debate in order to revaluate the social and economic importance of housewives.

Vision

Prejudice prevent from understaning how much this kind of work is useful, because it doesn’t use rational reasons, but it is based only on old and traditional justifications, far from reality. Beacuse of this, our society will learn to respect housewives’ job only by defeating this stereotyped opinion.

Promise

Mission

We want to demonstrate that prejudice can be overcome by rationality and objectivity. Considering housewives as less important than other workers, means indeed not to understand family dynamics.

Reason why

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A clear evidence of the value of the work done inside the house, and not only, is the research carried out by the American site Salary.com. According to its opinion, a housewife plays different roles while she’s doing her “normal” activity: she is a facility manager, a CEO, a laundress, a computer operator, a housekeeper, a chef, a day care or a private teacher, a driver, a janitor and a psychologist for a total amount of 96.5 hour of work a week. Because of this situation, a housewife should earn about 7.000 € every month. Furthermore, we shouldn’t forget about those women that do both household jobs and other jobs. Their total amount of working hours amount to 59.4 hours a week. In this case, an amount of about 4.000 € should be added to her normal salary.

Supporting evidence

Sample: 100 people (50 men, 50 women) over 20sExecution: a survey was given face to face or by social media

Target outline (first survey)

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TARGETHosewife’s role is:

25% useful

10% suseless

30% important

35% essential

Being a housewife means:

15% to be a slave

25% to be a factotum

15% to be an orchestraleader

20% to be an operator

25% to be a manager

Hosewives are important because:

30% we need to “be taken after by someone”

10% that’s it, and it’s right

15% families need them

20% it’s an essential habit

25% we don’t have time to do things on our ownMen Women

40% they’re the keystones of their families

20% they’re the best workers

30% they’re are the only one able to rule the house

10% they’re essential to help their families

Sample: 135 women over 30sExecution: a survey was given face to face or by social media

More than half (53,4%) of women interviewed doesn’t think that being a housewife reduce the role of a woman in our society, while a significant 43,2% disagrees with the former

On the other hand, 78,6% of women thinks that the good functioning of a house depends on women. In addition to that, 66,3% believes that family’s survival is up to housewives.

One third of women interviewed (31,7%) believes that being a housewife makes a woman responsible. However, 17,9%, a remarkable percentage, describe themselves as dissatisfied and bored. Less women think to be lucky and happy with their role (8,7%). In the end, those who consider themselves the most satisfied are the older one, over 65s, (22,5), while the younger ones are the least happy.

What about a salary? One third sustain that it should be a right, because being a housewife is a job fully-fledged. Howevere, 24,6% of intervieweds thinks that government should guarantee a salary to women only if the total income is low while 11,5% thinks that the salary should be related to the number of children. On the contrary, 25,2% disagree with this statement: 21,5% of them claims that housekeeping is done also by women that work out of home and 3,7% doesn’t think that being a housewife could be considered as a job.

Target outline (sondaggio 2)

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2.

3.

4.

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The campaign’s goal is to make aware our target about the unrecongnised value of housewives, that it’s often take for granted. We don’t want to tell what housekeeping means, but we want to underline how hard and important is keep the house clean everyday, cook for three times a day a complete menu, and etc. Our aim is to ensure that people recongnise that housewife’s job is as proper as is to be a doctor or a mechanic.

The commercial use rationality and logic. To ensure that the message is not ambiguous, the its tone of voice is calm and rational, not paternali-stic, and it only shows images that are simple and easy to understand. The sequence of these shoot, similar between them becuase of the gesture but different in details, create a metaphoric association

COMmunicationCommunication’s aim

Communication guidelines

in spectators mind, which lead them to the final consideration.We deliberatly chose to have a monochrome (white) background, in order to concentrate the attention on charactere gesture, characterised only by their costumes and by their accessories. This way, viewers can recognise the the role played by the actor without further informations.

Main idea

Plot

The commercial wants to demonstrate that different jobs can be compared by a unique movement: wear gloves. Because of this, why should we judge jobs with different parameters? “Same gesture, no difference”.“Same gesture, no difference”.

Black screenINT. MONOCHROME (WHITE) BACKGROUND - (Framing from neck to navel) for all characters. The camera movement is a slow pan that goes from left to right. The first character is the surgeon, standing up, that is wearing latex gloves. The second character is the mechanic, that starts to wearing work gloves when he’s in the middle of the framing. Then there is a restorer, and eventually a gardner. The last character is the housewife. Once this character is in the middle of the framing, the camera movement stops. After that, the scene slowly fades and the claim appears, followed by the body-copy. saying: “Same gesture, no difference”. The body-copy will add: “Every job is important, the difference exists only if you want to see it”.

We want to focus viewers attention to a common gesture made in different jobs, which is to wear work gloves, essential to a doctor, a gardner, a mechanic, but also fundamental for a housewife. This way, we make the viewer think about that the main difference between the former jobs and the latter stays in their salary, not in their value.

COnceptAbstract

STORYBOARD p.1

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STORYBOARD p.2

PRE-PRODUCTION

Characters’ research and choiceWe used the pre-production stage to research characters that fitted for the video and to study their dinstinctive trait. At the beginning we chose to use a butcher and a restorer, but then we changed our mind for two main reasons. First, it was hard to find a butcher glove and this character might have upset viewers that are vegetarian or vegan. Second, we changed the restorer with a chemist, because the former it’s hard to identify. In addition to that, we did an iconographic research in order to define the stage costumes.

Characters’ research and choiceWe used the pre-production stage to research characters that fitted for the video and to study their dinstinctive trait. At the beginning we chose to use a butcher and a restorer, but then we changed our mind for two main reasons. First, it was hard to find a butcher glove and this character might have upset viewers that are vegetarian or vegan. Second, we changed the restorer with a chemist, because the former it’s hard to identify. In addition to that, we did an iconographic research in order to define the scene costumes.

Women spend 92 hours per week in housekeeping. For free.Being a housewife is being in a job.Respect this.

Abstract Body-copy adjustments

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Costumi di scena

SURGEON (men):

Clothing: green scrub

(similar to a T-shirt)

Accessories: phonendoscope

Gloves: white, latex

MECHANIC (men):

Clothing: T-shirt

jeans overalls with a front

pocket

Accessories: work tools

Gloves: work gloves, cloth

CHEMIST (women):

Clothing: white scrub with

long sleeves

Accessories: pipettes

Gloves: white, latex

GARDNER (men):

Clothing: white T-shirt and

green apron

Gloves: work gloves, cloth

HOUSEWIFE (women):

Clothing: coloured T-shirt

apron

Accessories: dish rag

Gloves: yellow, plastic

Chosen actors and actress have different physique, in order to differentiate the characters, without giving rilevance to their gender.

We decided to call two men to make them play the roles of the gardner and the mechanic, because these usually are jobs done by men. The surgeon was performed by a men, because the scrub was too large to be wore by a woman, while the other scrub, the chemist one, was fit to be wore by a woman. In the end, the housewife was performed by a woman.

We chose an actor that had muscular arms and gave the viewers the idea of someone used to heavy labor.(Davide Costa, student)

The surgeon scrub was relly large, so we needed a large” actor with small hands, so that he could wear gloves more easily.(Alberto Fabbiano, student)

The gardner was performed by a boy with a good “physique du role”, athletic arms and big hands.(Emanuele Luini, student)

We had a white, little scrub, so we decided to chose a woman to play the chemist role.(Anna Bonanno, student)

The housewife was obviously performed by a women.(Giulia Longhi, student)

Actors

Casting

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Considering the kind of shooting conceived, front view on a monochrome background, shooting the actors from neck to navel, we decide to take advantage of the facilities given by Politecnico. So we shot the commercial usign their set, their tripod and the lights in order to create an impersonal and abstract atmosphere. For filming, we used a NikonD3100, a really good camera that shot good takes but created problems with the photograpy, which will eventually be explaned. In spite of this, the pre-production stage had been done really carefully, but it had to face other problems related to equipement and to schedule indipendent from our will (availability of actors and set).

Equipment and set

It took an afternoon to film all the scenes, thing that had previously been predicted during the pre-production stage, because the takes were simple. However, work was slowed by some mistakes and problems occurred during the shooting. First of all, we had to film with the automatic white balance, which caused colour offset in every frame. Consequently, we immedia-tely tried to save shoots with the help of colour correction programs. Secondly, some actors had problems in wearing gloves because they were too small. In this specific occasion “the mechanic” had to use carpenter gloves found in the set. A further problem was represented by the gardner apron, which had a big logo exactly in the centre. The last problem concerned the different height among actors and actress, but we fulfilled this by going near with the camera while female characters were playing, so that they filled the same area into theframe as actors did.We didn’t manage to film the pan from left to right, so we decided to recreate it with digital tools.

The shots

PRODUCTION

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The original schedule hadn’t taken into account the hitches occurred during the shooting stage. Because of this, we risked to have bad raw material for the commercial, but we faced this problems with a little bit of ingenuity.

Summary

We mainly used After Effects for the editing and compositing part. We need, indeed, to correct the photography of every single sceen and eventually to edit the clips creating a digital pan. We also needed to delete the logo from the apron and make it uniform with the remaining part.

Editing and compositing

POST-PRODUCTION

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In order to make the background uniform for every character and work in a more autonomous way we used a layer mask to divide background and character. After that, we changed colour, extremely warm and yellow, to more cold tonality. In order to control all the parametres available we used SA Color Finesse, changing RGB curves. In particular we increased the “blue” curve value and, in parallel, we reduce the red tonality, being carefull that the frame hadn’t became green. Furthermore, we decided to make the photography colder and to decrease contrasts, in order to obtain an abstract atmosphere.

Color correction

In order to make the background uniform for every character and work in a more autonomous way we used a layer mask to divide background and character. After that, we changed colour, extremely warm and yellow, to more cold tonality. In order to control all the parametres available we used SA Color Finesse, changing RGB curves. In particular we increased the “blue” curve value and, in parallel, we reduce the red tonality, being carefull that the frame hadn’t became green. Furthermore, we decided to make the photography colder and to decrease contrasts, in order to obtain an abstract atmosphere.

Editing mistakes

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Soundtreck and typography

The result obtained, once the sequences had been edited, was too slow and monotonous. Therefore, we thought to make it less boring by using a rhytmic soundtrack, which could last in viewers memories. After the choice, we combined its rhythm with the appearence of the notices. These has been placed following the text security grid, in order to be readable. The font choice followed three different path: Dax, Bebas Neue, Avenir. The first two, used for the communication campaign, wasn’t suitable to be read on the screen. Because of this, we decided to use Avenir, whose design allows to read texts in little time.

Once we completed these stages, we tried to recreate the pan on After Effects, but these should had been slow and soft, and this took too much time. Because of this, we decided to change and edit the clips sequentially. In addition to that, considering the mistakes previously described we thought to film the scenes again, but the lack of time and of a location prevented it. Therefore, we came back to our material, keeping on working with editing and compositing softwares.

Other problems occur

Conventional Marketing

Starting from the commercial realised we decided to create posters that summarized the entire campaign message with a singular image, matching the housewife togheter with the other characters, in order to highlight again the lack of a real difference between housewives and other jobs. The claim and the body copy was the same of the video. The planning part cosidered the idea to spread the posters all among Italy, in order to make most people aware of this problem. Using this kind of representation we wanted to make the poster talk by itself, indipendent from the commercial.

Communication campaign

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Conventional Marketing - simulation

Juliette AdamAngela Cannavò

Matilde CapacciolaSofia Chiarini

Eda Ozkul