Ariel
#ShareTheLoad for Equal Sleep (2020)
Ariel #ShareTheLoad is the longest running social movement by a brand against gender inequality at home. It all started with a powerful question in 2015– “Is laundry only a woman’s job?”
Having worked on this campaign since 2016, it was a proud moment for me when in 2021, it became the only campaign in the world to win a D&AD Graphite pencil for Impact / Sustained Solution.
We discovered 71% of women sleep less than men in India because of doing household chores alone.
So, in early 2020, we launched Ariel #ShareTheLoad for Equal Sleep.
Along with the film, we joined forces with a YouTube Superstar to launch the world’s first ASMR video that helped women sleep by recreating sounds of their husbands doing the laundry.
With 9 million dollars in earned media and 4 billion impressions worldwide, the campaign sparked over 100,000 conversations and increased brand engagement to 9.77 million.
Awards for Ariel #ShareTheLoad for Equal Sleep
D&AD Awards – Impact/ Sustained Solution – Graphite Pencil
Cannes Lions – Creative Strategy – Shortlist
APAC Effies – Sustained success – Shortlist
APAC Effies – Influencer – Shortlist