How Ariel’s Share the Load created a series of acts, not just ads

This event report identifies key learnings from Ariel, the P&G-owned detergent, Share the Load campaign, with the creative and strategic team that put the work together.

Ariel’s prize-killing, culture-rocking campaign to nudge Indian men to “share the load” of household chores with their partners burst into global culture via social media. For western audiences, the campaign gained traction when luminaries...