|We asked creative leaders from across the region choose the work they expect (or hope) to see winning at Cannes Lions this year. See all this year's Cannes contenders.|
Contender: Are we teaching our sons what we have been teaching our daughters?
Agency: BBDO India
Russell Barrett, CCO, BBH India:
I think the really wonderful part of the idea is what they did as an activation idea. Where they got boys from different schools together and taught them how to share the load (do the laundry). Sure, the film is charming, but the activation idea really ensures that the brand is walking the talk, instead of paying lip service to the idea.
Merlee Jayme, Chairmom/Chief Creative Officer, Dentsu Jayme Syfu:
I think this spot did an amazing job in continuing Ariel’s campaign on gender equality “Share the Load”. We, as Filipinos, can very much relate to these stories. While mothers are very strong in our families, the men are quite privileged in the home and in society. This “cause-vertising” will help teach boys while they’re young. To respect and treat women as their equal. To do their share at home and in the world.