2021 Winner
GoldExperiential/Special Events/Stunts
Canadian Women’s Foundation
"Smells Like Inequality"
TAXI Canada
"Smells Like Inequality"
TAXI Canada
When Gwyneth Paltrow’s GOOP launched a $75 “This Smells Like My Vagina” candle in January 2020, Taxi took the opportunity to reignite conversation around the gender pay gap for the Canadian Women’s Foundation, which advocates for gender equality. Within three days of GOOP’s candle launch, the team released “This Smells Like My Penis” – a functionally identical candle with a higher price tag of $100.
The product became the centerpiece of the “Smells Like Inequality” campaign, highlighting the absurd disparity between men and women’s pay in Canada, in which women earn on average 75 cents for every dollar a man makes. With a $2,000 production budget and no media spend, the campaign launched with a single post on Instagram that drove to a shoppable site, where the candle quickly sold out. The campaign garnered 400 million earned impressions with coverage in major national and international outlets.
The product became the centerpiece of the “Smells Like Inequality” campaign, highlighting the absurd disparity between men and women’s pay in Canada, in which women earn on average 75 cents for every dollar a man makes. With a $2,000 production budget and no media spend, the campaign launched with a single post on Instagram that drove to a shoppable site, where the candle quickly sold out. The campaign garnered 400 million earned impressions with coverage in major national and international outlets.
Credits
Individual CreditsKelsey Horne
Chief Creative Officer
TAXI
Toronto
Canada
Alexis Bronstorph
Chief Creative Officer
TAXI
Toronto
Canada
Reid Plaxton
Art Director
TAXI
Toronto
Canada
Allegra Wiesenfeld
Copywriter
TAXI
Toronto
Canada
Kelsey-Lynn Corradetti
Producer
TAXI
Toronto
Canada