BBDO India bagged a bronze in Entertainment Lions for Ariel Matic's 'Dads#ShareThe Load' campaign for Procter & Gamble.
Ariel Matic's 'Dads#ShareThe Load' campaign was launched earlier this year in February. The campaign which highlighted equal ownership of household chores among men and women generated a lot of buzz for its theme and managed to get more than 3 million views within four days of its release.
The ad created by BBDO India is told from the perspective of a father who watches his career-minded daughter come home from work and clean up for her husband. He then realises how it is important for men and women to share the load of household chores and it should not be the lone responsibility of the woman of the house. As he composes a letter to his daughter in his mind, the father laments how stereotypes and his own behaviour have contributed to her situation and vows to change.
Watch the ad campaign here: