The Women's Foundation: advert-body-1 by J. Walter Thompson Hong Kong

The Women's Foundation Hong Kong wanted to tackle casual sexism in the workplace, by taking on the phrase "Career Line," which refers to a woman's cleavage. J. Walter Thompson Hong Kong said the idea behind the campaign was to raise awareness about casual workplace racism and rethink the term.

The campaign started with a fictional plastic surgery clinic website and online campaign coupled with a pop-up booth promoting services of experience surgeons to enhance a woman's "career line." This culminated in a reveal on International Women's Day, where the website was switched to feature a short film from female icons on what is the story behind their real "career line." The campaign included a social media tool where headshots can be uploaded and superimposed on an image of someone tearing up a "career line" poster to share the message.