Ariel #SharingMakesUsBetter | How Sharing Household Chores Can Strengthen Love in Couples?
The clutches of patriarchy have haunted our society ever since the medieval ages. Compared to our ancestors, we are incrementally more progressive. However, certain outdated gender norms still hold us back. One such norm dictates that only women are the ones responsible for household chores and men hold no obligation to partake in activities such as cleaning dishes, doing laundry, cleaning the house, and more. A recent localized campaign in Brazil by Ariel made the case for men and women doing household chores together. The campaign titled #SharingMakesUsBetter presented its views in a manner that felt polite instead of vindictive.
A Sao Polo based advertising agency called Publicis brought the concept to life in the form of an infomercial. The video campaign used visual cues and text-based instructions to communicate to its viewers that household chores are not any different from the other activities that couples do together. Some interesting statistics also helped the campaign accurately present its views.
When it comes to presenting advertisements that challenge traditional societal practices, it is important to present the cause without attacking people with different views. After all, educating a human being is not the same as teaching a monkey to juggle fruits, and Ariel’s recent campaign embodies this sentiment in a pitch-perfect manner.
Credits
Brand: Ariel, P&G
Campaign: Sharing Makes Us Better
Advertising Agency: Publicis, Brazil
CCO: Domenico Massareto
Executive Creative Director: Gustavo Victorino
Creative Director: Luis Figueiredo
Associate Creative Director: Leandro Hermann
Copywriter: Giovani Baggio
Art Directors: Rodrigo Panachão, Carolina Marques
Account: Flávia Cortes, Maria Fernanda Laudisio, Giuliana Macedo, Andrea Carneiro, Kamila Miyazato, Gabriela João, Mayara Mascimento
Planners: Silvia Mello, Ileana Millan
Media: Garcieli Beraldi, Gabriela Nose, Tais Frasson, Vitor Lopes
Producers: Michele Pavão, Barbara Emery
Production Company: FAUNA
Director: Juliana Curi EP and FAUNA
CEO: Patrick Petry
Executive Producer: Tize Novaes
Production: Melinha Lobo
Editor: Dani Guimarães
DOP: Fernando Bertolucii
Production Design: Ana Henriques
Post Productions: Rafael Malavasi, Raphael Bonato
Motion: Rafael Fernandes
Color Grading: Psycho n’Look
Music: Fabio Smeili + Lua Nova
