Ariel #ShareTheLoad Long Term
Award: Graphite Pencil
Graphite Pencil / Impact / Sustained Solution / 2021
Since 2015, Ariel has been leading the conversation around gender inequality in India. #ShareTheLoad redefined the idea of purpose-led performance in a category dominated by functional promises. It took deep-rooted patriarchy head on with a question – “Is laundry only a woman’s job?” Ariel #ShareTheLoad is not just a long-term marketing campaign, but a movement for social change.
What did the judges have to say?
"Share The Load is pretty much a campaign that will go down in history as marketing for social change done right and consistently. I was truly honoured to have had the opportunity to consider this campaign for a D&AD Sustained Solution recognition."
Damilola Marcus, Co-Founder, Art Director, Dá Design Studio
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