Client: Procter & Gamble

Agency: Publicis Brazil

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Puzzle:

 

In Brazil, 70% of couples do not share household chores and mainly do not wash clothes.
How to amplify ariel's market share so that more people use the product? Encouraging men to wash too.

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Idea:

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We created a campaign based on the division of household chores. Now men can become aware of their functions at home and start doing because Ariel is so powerful that everyone can wash easily. There is no more work when washing, just put a cap with the product and that's it. Everyone wins.

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Recognized: UNO Gender Equality & AdAge Pick of the Week