“Class Polish”

The Department for Opportunities wanted to highlight the issue of workplace classism and leads to a ‘class pay gap’. Through research and anecdotes we landed on how classism often hides in euphemism - with employers describing working class employees as lacking the “polish” of their middle class peers in a bid to justify paying them thousands of pounds less per year.

A ridiculous and old fashioned idea like that needed a ridiculous and old fashioned idea. So we invented “Class Polish”. A fictional product to highlight a very real issue. And we launched it across TV, cinema and billboards - even sending the Class Polish to influential MPs and CEOs to demand change.

Big thanks to our incredible star, comedian Fern Brady.

Created with Adi Hussain.

Agency: Creature
Director: Hannah Berry George
Production: Mad Cow Films

Design: Tim Green
Photography: Cormac Banks