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Cannes Lions 2017

Award Type: Advertising Awards

We believe creativity is a force for business, for change and for good in the world. Established in 1954, Cannes Lions is a global campaign for creativity, with the International Festival of Creativity as its epicentre.

From 17–24 June 2017, a diverse community of communications, marketing, entertainment, design and tech talent from 90+ countries worldwide will come to Cannes to learn, network and celebrate.

Final entry deadline: 20 April 2017.

Special Awards

Agency of the Year: ALMAPBBDO São Paulo

Healthcare Agency of the Year: MEDULLA COMMUNICATIONS Mumbai
Independent Agency of the Year: DROGA5 New York
Network of the Year: OGILVY & MATHER
Healthcare Network of the Year: MCCANN HEALTH
Media Network of the Year
Palme d'Or: TOOL USA
Holding Company of the Year: WPP

Share The Load [video]

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Industry Washing powders & Detergents
Media Direct marketing, Case study
Market India
Agency BBDO Mumbai
Chief Creative Officer Josy Paul
Executive Creative Director Sandeep Sawant, Hemant Shringy
Creative Director Umma Saini, Balakrishna Gajelli
Copywriter Joy Agarwal, Abbas Mirza
Agency R K Swamy BBDO Mumbai
Director Shimit Amin
Released May 2015


Cannes Lions 2017
Creative Effectiveness Creative Effectiveness: Creative Longer-Term Effectiveness Gold Lion

Credits & Description

Client: P&G INDIA
Product/Service: ARIEL MATIC
Advertising Agency: BBDO INDIA Mumbai, INDIA
Production Company: RED ICE FILMS Mumbai, INDIA
Chief Creative Officer: Josy Paul (BBDO India)
Senior Creative Director - Copy: Hemant Shringy (BBDO India)
Senior Creative Director and Head of Art: Sandeep Sawant (BBDO India)
Group Head - Copy: Umma Saini (BBDO India)
Creative Director - Art: Balakrishna Gajelli (BBDO India)
Chief Executive Officer: Ajai Jhala (BBDO India)
Vice President - Planning: Rajat Mendhi (BBDO India)
Vice President - Account Management: Sidheshwar Sharma (BBDO India)
Account Director: Vikram Thurakhia (BBDO India)
Planner: Dimple Shetty (BBDO India)
Account Executive: Kunal Matta (BBDO India)
Studio Manager: Hitesh Shah (BBDO India)
Creative Copy: Abbas-Joy (BBDO India)
Graphic Artist: Venkatesh-Shankar (BBDO India)
Graphic Artist: Rajeev-Sameet (BBDO India)
Film Director: Shimit Amin (RED ICE Films)
Film Producer: Gary Grewal (RED ICE Films)
Video Director: Karan Sharma (Ustudios)
Video Producer: Ajay Tiwari (Ustudios)
Describe the brief from the client:
Women in India have two jobs – one at the office and the other at home. They have to do all the household chores alone. More than ‘76% of married women feel men prefer relaxing over helping with household chores’ according to our research. Ariel decided it was time to address this inequality at home and so we launched #ShareTheLoad. To get our message of equality at home out, we decided to reach men and women in ways they would least expect. We turned an unexpected medium – the wash care label – into an advocate of gender equality. Here we created new icons that symbolized how easily the piece of garment can be washed by both genders. With this, an ignored part of the garment caught the attention of the nation for the first time.
Creative Execution:
Ariel is one of the most expensive detergents in India. To drive relevance of the brand, Ariel decided to address the issue of inequality at home through the launch of #ShareTheLoad. The campaign started by raising an important question – Is laundry only a woman’s job? While this was provocative, it was not enough. We needed to reach out to men and women in ways that created impact and got them to talk about our message. Hence we created the world’s first gender neutral wash care label. This label was embraced by leading clothing brands, manufacturers, retailers and designers. Not just that influential Indians came out in support of the label and the message of equality behind it. It also generated huge amounts of interest in media and social media.
Describe the creative solution to the brief/objective.
Our target-audience were new-customers; women who didn’t see Ariel as a brand for them. Analysis of the audience revealed an interesting statistic: ‘76% of married women feel men prefer relaxing over helping with household-chores’. This pointed to an inequality embedded culturally in each and every Indian-home… where women can be equal contributors to the family-income, but the burden of household-chores still lies on their shoulders. With this Ariel decided to stand up for women’s equality at home with #ShareTheLoad. But to create impact for and drive conversation about our message we created the world’s first gender neutral wash care label.
Describe the results in as much detail as possible.
The Ariel #ShareTheLoad wash care label immediately grabbed the attention of people and media. • Leading clothing brands, manufacturers, retailers and designers embraced the label. • Influential Indians came out in support of the new wash care label and the message of equality at home behind it. • Not just that, it grabbed the attention of the media and people on social media. • Unaided Brand Awareness increased by 132% within the first month. • The campaign generated free-media worth USD 9.5 million • Millions of men pledged to ‘Share the Load’ across the country • On Facebook, engagement-rate went up a record 225%. • On Twitter #ShareTheLoad trended nationally with over 8 million impressions. • Sales went up by 60%.