Share The Load by BBDO Mumbai for Ariel

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Share The Load

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Industry Washing powders & Detergents
Media Film
Market India
Agency BBDO Mumbai
Chief Creative Officer Josy Paul
Creative Director Umma Saini
Copywriter Hemant Shringy
Production Red Ice Films
Director Shimit Amin
Released March 2016

Awards

One Show 2017
Moving Image Craft Craft - Writing: Writing - Single Bronze
Social Media Craft: Writing Bronze
Moving Image Craft Craft - Direction: Direction - Single Merit
Film Online Films & Video: Short Form - Single Merit

Credits & Description

The Ariel Share the Load campaign has become a voice to empower women at home. Last year the campaign, brought to light the debate of whether laundry is only a woman's job, and built a social movement inviting men to #ShareTheLoad. Taking a step further, this year Ariel will strive to empower the Indian woman of today and more importantly, the woman of tomorrow, to ensure that men set the right example that is getting carried from generation to generation declaring a clarion call for Dads to #ShareTheLoad. The latest video of the Share the Load Campaign this year by BBDO India and Ariel has hit the bull's eye again. The video that encourages men to help their wives do the laundry has gone viral online and has been trending social media platform. Within 4 days of its release, the video has managed to get more than 3 million views.
Ariel - Share The Load
Media: TV
Campaign: #ShareTheLoad
Category: Other
Title: Dads #Sharetheload
Client: Ariel/ Ariel Matic
Agency: BBDO India
Production: Red Ice Films
Country: India
Director: Shimit Amin
Executive Creative Director: Hemant Shringy
Chief Creative Officer: Josy Paul
Creative Director: Umma Saini
Copywriter: Hemant Shringy
Producer: Gary Grewal
Producer: Vandana Singh
Producer: Richa Krishna Lal
Agency Producer: KV Krishna
Planning: Rajat Mendhi, Manisha Sain
Account Management: Rohit Chatterjee, Nilza D'Mello
CEO: Ajai Jhala, BBDO INDIA
Features: Pages, Facebook Platform, App Ads, Boosted Posts, Mobile News Feed, Local Awareness, Video Ads
Languages: English (UK), Hindi
Objectives: Awareness, Preference, Intent, Online Traffic, Offline Traffic, Sales, Recommendation, Direct Response
Tags: Consumer Packaged Goods (CPG), Asia Pacific, English (UK), Hindi, Pages, Facebook Platform, App Ads, Boosted Posts, Mobile News Feed, Local Awareness, Video Ads, Awareness, Preference, Intent, Online Traffic, Offline Traffic, Sales, Recommendation, Direct Response, TV, Print, Online, OOH, Point
Execution:
The movement was led by a poignant film about a dad's self-realization and conversion about roles and responsibilities within the home, and about setting the right example by helping with laundry. As more and more people in India saw, shared and spoke about the message, Ariel launched the Share the Load pack with a unique calendar that divided the laundry task between men and women equally, by marking odd days for men and even days for women to do the laundry. To take the odd-even message to every Indian household, Ariel tied-up with Kalnirnay – a calendar that is not just found in almost every Indian home, but also a calendar that most Indians follow to keep track of the good and bad days for travel, meetings, and other important events, so why not make it the strongest influencer for gender equality at home.
Outcome:
Dads #ShareTheLoad created a movement that resulted in:•50 million views and counting•2 Billion Impressions•So far over 2.1 million men pledged to ShareThe Load•Earned media: $11 million and counting•Sales up by 76%•Engagement went up 4.6 times (the highest ever)
Synopsis:
Ariel launched #ShareTheLoad in 2015, a provocative social movement that focused not on clothes stains, but on the cultural stain of gender inequality at home by raising an important question ‘Is laundry only a woman’s job?’ This brought the issue of gender inequality out of the four walls of the home to make it a national conversation. For 2016, the client brief was to go deeper: how can Ariel create deeper social change – where the product and the brand plays an essential role and as a result drives a deeper relevance for the brand.We knew 70% of Indian men believe household chores are a woman’s job. Digging deeper, we realized the root cause for this was the passing down of this prejudice from one generation to the next: children learning the behavior by watching their dads and growing up to imitate what they’ve seen at home.
Strategy:
We knew gender inequality at home was a relevant issue. Digging deeper, we realized the root cause for this was the passing down of this prejudice from one generation to the next: children learning the behavior by watching their dads and growing up to imitate what they’ve seen at home. Which is why, research shows that 71% of children ask their mothers to do the laundry.This led us to ‘Dads #ShareTheLoad’ – a movement for deeper social change that spoke to dads by shining a mirror at their actions and showing them that they have the power to end the cycle of gender inequality by sharing the load.
Campaign Description:
We made dads the center of change to end gender inequality at home by shining a mirror at their actions that propagate gender inequality down generations.The movement was led by a poignant film about a dad's self-realization and conversion about roles and responsibilities within the home, and about setting the right example by helping with laundry.