The Drum Awards for Marketing - Extended Deadline

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Agency: FCB Mexico
Client: Clorox
Date: Apr 2019
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There is a significant equity gap between men and women – especially in Argentina – when it comes to spending time performing cleaning chores.

Per a recent study by Opinaia ('Gender Gap and House Chores' – Argentina, December 2018), women spend 50% more time cleaning the house every week, as compared to men, and only 37% of men do these activities every day. In seven out of 10 households where couples live together (with or without children), women are in charge of the household chores.

Such a gender gap inspired FCB Mexico and Ayudín, a Clorox brand, to launch the 'Casi un monumento' ('Almost a Monument') campaign, to call attention to the divide that is present in the responsibilities of household chores. The campaign is also inspired by a common preconception among Argentinian men, who still think that when they do a household chore they are helping their spouses. And, as they would jokingly put it, they “deserve a monument” for their help.

Ayudín built these monuments as both an homage and a reminder of the existing gender gap. Javier Campopiano, partner and chief creative officer at FCB Mexico, explained: “While the statues representing what women do at home are complete, the statues that reflect what men do are unfinished. This expresses the exact percentage that’s still missing for them to equal women’s efforts, in order to raise awareness about this issue and work toward narrowing such a disparity.”

In order to develop 'Casi un monumento,' Jowy Roman – an emerging artist who champions gender equality – was invited to participate in the campaign. In Roman’s previous work, she focused on subverting the stereotype of the “tough man,” distant from household matters. Instead, she portrayed a man who is sensitive and conscious of the fact that these activities must be shared on an equal basis.

The manifestation of 'Casi un monumento' was located at the Federal Republic of Brazil Square in Argentina, from April 10-14, 2019. It featured an exhibit of sculptures made by Jowy Roman and Maria Lightowler (curator) that displayed the rooms of a small house, with a couple carrying out daily chores.

Credits

Client: Clorox

Brand: Ayudín

Title: “Almost a Monument”

Agency: FCB Mexico

Country: Argentina

Client Contact: Elena Otero, Gabriela Sánchez, Guido di Risio

Partner & Chief Creative Officer: Javier Campopiano

Group Creative Director: Natalia Benincasa

Creative Director: Octavio Navarro

Associate Creative Director: Diego Angeles

Art Director: Edgar Rodríguez, Saúl Cruz, Rodrigo Rocha, Alberto Gómez

Accounts: Rocio Fernández, Tanya Díaz

PR Agency: Lourdes Sánchez

Social: Ana Belén Flores, Ana Gómez, José Guerrero, Erika Cortés

Agency Producer: Laura Acevedo

Production Company: Sake

Director: Diego Fried

PR Partner Agency: Muchnik

Sculptor: Jowy Roman