Watch This Woman Become a Man to Protest Unequal Pay in Sweden

Annelie Nordström's extreme makeover

Headshot of Tim Nudd

We've seen plenty of women get makeovers in advertising lately—either in pursuit of some market-driven ideal of beauty, or in critique of same. In this video, though, a woman is transformed for a different purpose.

Annelie Nordström, chairwoman of Kommunal, Sweden's biggest union, was made over as a man to protest unequal salaries between men and women in the country. It's all a stunt for International Women's Day this Saturday. At the website,, women can also connect to a Facebook app and become men themselves through some photo manipulation.

The campaign is by ad agency Volontaire, which won the Grand Prix in the Cyber Lions at Cannes in 2012 for its "Curators of Sweden" campaign—a fascinating experiment in which ordinary Swedes took turns running the country's official Twitter account.

@nudd Tim Nudd is a former creative editor of Adweek.