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Thanks to Alma Har’el, more women are shooting major commercials

30/05/2018

With Free the Bid, the award-winning filmmaker has gotten major brands (Coke, Diageo, Levi’s) and agencies (BBDO, CP+B) to give female directors a shot Alma Har’el was tired of hearing the same old excuses for why brands and ad agencies weren’t hiring female directors, so at the end of 2016 she...
With Free the Bid, the award-winning filmmaker has gotten major brands (Coke, Diageo, Levi’s) and agencies (BBDO, CP+B) to give female directors a shot Alma Har’el was tired of hearing the same old excuses for why brands and ad agencies weren’t hiring female directors, so at the end of 2016 she launched Free the Bid to get more women behind the camera. After committing to consider a bid from at least one woman director for every ad they plan to create, agencies and brands gain access to the nonprofit’s curated database of hundreds of top female filmmakers. Nearly 70 agencies and more than a dozen major brands have signed on, including Coke, Diageo, and Levi’s. Two major agencies—BBDO and CP+B—reported a 400% increase in assignments to women, and Free the Bid’s efforts have led to prominent TV spots, including Siri Bunford’s Super Bowl ad for Google Home.Read Full Story
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