BBDO India wins the D&AD White Pencil for Ariel

Ariel’s See the Signs of ‘Silent Separation’ #ShareTheLoad has won the prestigious White Pencil award in the sustained impact category. The White Pencil is reserved for exceptional and game-changing
projects that have resulted in significant behavioural, environmental, societal or policy impact. This year’s win continues to highlight the impact of #ShareTheLoad over time.

Ariel #ShareTheLoad is a long-running movement against unequal distribution of household chores, that started in 2015 with a pertinent question, Is laundry only a woman’s job? After 9 years, the campaign continues to sustain by uncovering new hidden truths, urging more and more men to #ShareTheLoad.

Every edition of #ShareTheLoad has explored different perspectives to bring out cultural-truths of gender inequality observed in every home, nudging men to share housework. Each campaign built Ariel’s business and metrics in a highly competitive laundry-market, bringing down the number of men who think laundry is only a woman’s job drastically.

In 2023, BBDO India and Ariel shifted their focus to how consequences of not sharing the load could look over time giving birth to See the Signs of ‘Silent Separation’.

INSIGHT: This began with the insight thatwomen start withdrawing silently from relationship over time because of unequal sharing of household chores.

CREATIVE STRATEGY: Make men realise that unequal sharing of load is negatively impacting their relationship over time.

IDEA – See The Signs of ‘Silent Separation’ #ShareTheLoad: See the signs of household gender inequality and how it hurts relationships.

Speaking about the win, Josy Paul, chairperson and chief creative officer, BBDO India, stated, “We are thrilled to receive the White Pencil for our long running campaign for Ariel. The White Pencil recognises
exceptional projects that use the power of creativity to drive behavioural, environmental, societal or policy change. We owe everything, including this significant worldwide recognition, to the our enlightened team at P&G India, and to all our partners who’ve been part of this amazing journey. #ShareTheLoad is not just an advertising campaign; it’s a silent revolution that’s changing the way Indian society perceives household chores between couples. Each year we uncover a hidden truth. Our deep listening process, in collaboration with the team at P&G Ariel, helps us sense the mood of the nation, the home, and the individual. The impact can be seen on brand and society.”