Ariel's latest gender equality effort urges Brazilian couples to share household chores
Campaign from Publicis follows previous work including 'Share the load'
Editor's Pick
P&G's Ariel continues its mission to make household chores more gender equal, this time with an ad aimed at the Brazilian market.
Created out of Publicis Brazil and directed by Juliana Curi via Fauna, the spot, titled “#Sharing Makes Us Better,” contrasts imagery of young couples sharing tender moments in bed and at the dinner table with close-up shots of women left to wash sheets and clean plates on their own. A statistic flashes on the screen, “70 percent of couples don’t share any household chores.” Afterwards, we see vignettes of men assisting their partners in the laundromat and hanging clothes to dry on the line. It ends with the line “All men, all women, all of us.”
Ariel's work in this area has won plaudits in the past -- particularly its "Share the load" campaign by BBDO India which won a Glass Lion at Cannes in 2015. The brand's newest campaign comes as other brands are tackling the issue of gender equality in chores in Latin America -- including Clorox in Argentina.
Credits
- Date
- Aug 13, 2019
- Client :
- Ariel
- Agency :
- Publicis-Brazil
- Chief Creative Officer :
- Domenico Massareto
- Executive Creative Director :
- Gustavo Victorino
- Creative Director :
- Luis Figueiredo
- Associate Creative Director :
- Leandro Hermann
- Copywriter :
- Giovani Baggio
- Art Director :
- Rodrigo Panachão
- Art Director :
- Carolina Marques
- Account :
- Flavia Cortes
- Account :
- Maria Fernanda Laudisio
- Account :
- Giuliana Macedo
- Account :
- Andrea Carneiro
- Account :
- Kamila Miyazato
- Account :
- Gabriela João
- Account :
- Mayara Mascimento
- Planner :
- Silvia Mello
- Planner :
- Ileana Millan
- Media :
- Garcieli Beraldi
- Media :
- Gabriela Nose
- Media :
- Tais Frasson
- Media :
- Vitor Lopes
- Producer :
- Michele Pavao
- Producer :
- Barbara Emery
- Production Company :
- FAUNA
- Director :
- Juliana Curi
- EP and FAUNA CEO :
- Patrick Petry
- Executive Producer :
- Tize Novaes
- Production :
- Melinha Lobo
- Editor :
- Dani Guimarães
- Director of Photography :
- Fernando Bertolucii
- Production Design :
- Ana Henriques
- Post Production :
- Rafael Malavasi
- Post Production :
- Raphael Bonato
- Motion :
- Rafael Fernandes
- Color Grading :
- Psycho n’Look
- Music :
- Fabio Smeili + Lua Nova
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