Advertising
Film
Online & Social Films > More Than 60 Seconds
ADVERTISING - Film (Online & Social Films > More Than 60 Seconds)
JPG
MP4
3m:52s
See The Signs of 'Silent Separation' #ShareTheLoad
Brand: Ariel India
Client: P&G India
Entrant: BBDO India
The First List
| Entry Title: | See The Signs of 'Silent Separation' #ShareTheLoad |
|---|---|
| Brand: | Ariel India |
| Client: | P&G India |
| Entrant Company: | BBDO India |
| Description: | IDEA- See The Signs of ‘Silent Separation’ #ShareTheLoad. We found that 81% women feel that unequal distribution of chores has affected their relationship. CREATIVE INSIGHT: Women start withdrawing silently from relationship over time because ofunequal sharing of household chores. In our work, we gave a name to the familiar yet unrecognized phenomenon of Silent Separation:the distance that creeps into couples’ relationships over time due to years of gendered inequality in the distribution of household chores and responsibility. 1) Coined ‘Silent Separation’ to illustrate how signs of inequality at home hurt relationships in the long-run, spread it in culture through a short-film,using social-media, cinema, print, influencers,national-TV and on-ground. (2) For the first-time, we turned to an untapped source of influencers. We conducted a sharing session with house-helps who spoke about the signs of ‘Silent Separation’ they notice in the lives of couples whose house they work at. (3) At a mass vow-renewal event, men went down on their knee, and committed to be equal partners. Throughout the campaign, we called upon men to recognize the signs that this distance has materialized, and recognize their own lack of contribution towards household chores as a key cause, eventually provoking behaviour change in them. |
| Company Credits: | BBDO India |
| Individual Credits: | Josy Paul |
| Individual Credits: | Suraja Kishore |
| Individual Credits: | Hemant Shringy |
| Individual Credits: | Kaizad Pardiwalla |
| Individual Credits: | Naina Meattle |
| Individual Credits: | Harshil Shah |
| Individual Credits: | Madhuboni Bhattacharya |
| Individual Credits: | Omar Khan |
| Individual Credits: | Rajeev Mohite |
| Individual Credits: | Anjali Jethani |
| Individual Credits: | Ria Arora |
| Individual Credits: | Sandeep Sawant |
| Individual Credits: | Girish Wadisherla |
| Individual Credits: | Rakesh Samal |
| Individual Credits: | Hitesh Shah |
| Individual Credits: | Venkatesh Pagidimarry |
| Individual Credits: | Anup Tondwalkar |
| Individual Credits: | Mukta Maheshwari |
| Individual Credits: | Ritanshu Kashyap |
| Individual Credits: | Garima Singh |
| Individual Credits: | Pragya Mallik |
