Dads #ShareTheLoad
Award: Wood Pencil
Wood Pencil / Branding / Brand Experience & Environments / 2017
Determined to create a deeper social change, Ariel launched Dads #ShareTheLoad in 2016 by raising an important question - Is laundry only a mother’s job? In this social movement, every father was made the center of change to end gender inequality at home by shining a mirror at their actions that propagate gender inequality. The movement was led by a poignant film about a dad's self-realization and conversion about roles and responsibilities at home and setting the right example by helping with laundry. Garnering over 50 million views in under 15 days, it became India’s most viewed viral ad.
Are you credited on this winning entry?
If you've been awarded Wood Pencil or above, drop us your details for further information about how you can order your D&AD Pencil. If you've previously won In Book or a Nomination and would like to celebrate your achievement with a Wood or Graphite Pencil, please let us know.