Slashing the gender gap

Working with easyJet on their new recruitment initiative to encourage more female pilots to fly with them We created a recruitment film that reimagines the famous scene from Martin Scorsese’s Catch Me If You Can where Leonardo DiCaprio impersonates a high-flying pilot in an airport.

By re-shooting the movie, the idea was to correct misconceptions forwarded by Hollywood movies like Top Gun , The Aviator and Flyboys that being a pilot is a man’s job. Shooting during the Summer holiday period, holiday-goers and business travellers at London Southend Airport were surprised of reshooting the famous scene using children (who’s parents are easyJet staff), aged between five and nine years-old, putting a girl front and center. The campaign was supported with a PR push and media spend across Europe.

The campaign generated over 180 high-value media articles, as a direct result the female pilot intake doubled. The airline hired more than 50 new women pilots in the second half of 2018 – soaring to a key milestone of 15% of the intake pilots being female (up from 6%.)