ZonaJobs: Juana

For this new ZonaJobs ad titled Juana, FCB&FiRe seeks to spark debate about how we can work towards ending industry-wide inequality as part of the company's Anti-Milennial campaign series from 2017.

In the spot, a transwoman played by Argentinian actress Mariana Gersio Peña experiences discrimination in the workplace in a slew of ways, until she finally takes the initiative to quit her office job and find a place that will treat her with respect. Only at the end of the ad is it revealed that her co-workers were treating her rudely because she was always late, but it also subtly highlights the intolerance that many trans people experience on a daily basis.

“Emphasizing on what we look for when we search for talent, the campaign leads us to reflect on the perception of talent regarding pre-concepts or prejudices such as tattoos, religion, style, piercings, sexual preference, among others,” says Federico Paluszkiewicz, head of marketing and communications at Navent.