Saatchi’s and GPY&R partner up with For Film’s Sake Festival in ground breaking festival initiative

Saatchi & Saatchi, Sydney and GPY&R, Sydney have teamed up with For Film’s Sake Festival in a new ground breaking festival initiative, dedicated to actively engaging with gender inequity. 

70% of female creatives have never worked with a female creative director.

With that statistic in mind, For Film’s Sake gave Sydney agencies a challenge – to walk the talk of diverse representation and produce festival trailers using all-female creative team.

GPY&R Sydney and Saatchi & Saatchi were quick to jump on board.

WATCH ‘ACCURATE’ VIA SAATCHI & SAATCHI

WATCH ‘CLOSE THE GAP’ VIA GPY&R SYDNEY

Saatchi & Saatchi teamed up with Alt to produce a range of animated social and in-cinema executions: cheeky ‘content warnings’ for films shot, produced, written and directed by women.

Says Becca Duggan, creative, Saatchis: “Like any creative endeavour, film benefits from diversity – of opinions, ideas, techniques, stories. Diversity raises the quality for everyone. That’s why we’ve loved being involved in a project that champions it.”

Says Fee Millist, creative, Saatchis: “We were shocked when we found out that 85% of female directors never make a 2nd or 3rd film. It’s a statistic that needs to change.”

GPY&R brought two live action spots to life, driven by creatives Tina Funder, Keely Quinn and Fong Ong. This provided the opportunity to work with feature film director Megan Riakos and emerging cinematographer, Meg White.

Says Sasha Firth, managing director, GPY&R Sydney: “What a fantastic opportunity to work with FFS in supporting gender equality across all areas of media. It’s impossible to ignore the global climate around the issue. The time is ripe for change and we’re excited to be a part of it.”

The trailers have played throughout April at EVENT Cinemas George St and will be featured in installations throughout small bars in Sydney’s CBD.

In its first year under a new moniker, For Film’s Sake has pioneered some game changing initiatives, starting with a $50k feature film fund for emerging female filmmakers. This year they are proud to host Anna Serner, CEO of the Swedish Film Institute as the international speaker at its Opening Night Keynote this evening at Sydney Town Hall.

Serner is a ground breaking advocate of gender equality in film, setting and reaching an ambitious target that 50 percent of Swedish films would be written, directed and produced by women within four years. Last year women directed only 16 per cent of films in Australia, and For Film’s Sake are committed to shifting that statistic.

For Film’s Sake kicks off tonight and runs until this Sunday, April 30th. Tickets are available for Serner’s Opening Night Keynote here.

View For Film’s Sake’s website: www.forfilmssake.org.

View For Film’s Sake’s Facebook page: www.facebook.com/FFSFest.

Accurate

Animation by Alt

Close The Gap

Audio post: NYLON