The Gruen Show-The Pitch-”winner”

Brief: Convince Australia we need an all-female parliament.

THE Insight: When it comes to trust, 95% of Australian men say they would listen to their mother over anyone else.

THE TENSION : We trust women with our lives.
Just not with our leadership.

Concept: From the moment we’re born, there’s one voice we instinctively trust.
Our mothers. So we asked a simple question:
If we trust them to raise us…
why don’t we trust them to run the country?

THE IDEA: Australia. Our Motherland.

A 60-second film reframing leadership through the lens of maternal trust.Positioning women not as an alternative…
but as the most trusted authority we’ve ever known.

Role: Lead Creative Director/Strategy

Agency: We Are Driven