Mumbai, February 2016: Procter & Gamble India’s ‘Dads #SharetheLoad’ campaign from BBDO India scored a second consecutive win at Cannes Lions International Festival of Creativity with a Glass Lion for its latest viral spot promoting gender equality. Prime Focus is proud to have delivered picture post services for the ‘Ariel - #ShareTheLoad’ commercial, including the offline and online editing.
“We are thrilled to win the Glass Lion two years in a row, ‘Dads #SharetheLoad’ is a big transformational brand idea, that’s turned into a global movement for change. With the Ariel and P&G team, we are not just trying to write a script, we are trying to re-script society,” said Josy Paul Chairman & Chief Creative Officer BBDO.
The spot was created by BBDO India and is told from the perspective of a father who apologizes to his daughter, both for setting a wrong example by not helping her mother with the household chores and for her husband’s disregard of his obligation to help her with the domestic tasks. In an attempt to break the gender stereotype, the father resolves to do his own laundry in the end.
The team at Prime Focus delivered both the offline and online editing for the spot. The online editing involved some basic clean-ups in addition to compositing. The photo frames were tracked and seamlessly added to the rushes. The team regularly interacted with creative agency BBDO India and director Shimit Amin for feedback and inputs during the offline editing process.
The ad went viral in India, even earning praise from Facebook COO Sheryl Sandberg who described the commercial as ‘one of the most powerful videos I have ever seen.’
Production House: Red Ice Films
Client: P & G
Director : Shimit Amin
Agency : BBDO India