Best Ariel Campaigns of All Time
Advertising for laundry detergent is usually a race to see who can look more like a laboratory technician in a blue polo. Ariel, however, eventually realized that nobody actually cares about the molecular structure of a stain - they care about the domestic politics of who is doing the washing. By pivoting from chemical warfare to cultural commentary, they turned a commodity into a conversation about gender. Examine the work below.
3 campaigns
Ariel: Share The Load
Ariel challenged the deep-seated Indian norm that laundry is solely a woman's responsibility by redesigning wash care labels and matrimonial profiles, turning a mundane chore into a national conversation about gender equality and shared domestic labor.
Ariel: Dads #ShareTheLoad
Ariel addressed gender inequality by showing a father's realization that his daughter's domestic burden was a result of the bad example he set, sparking a national movement for men to share household chores starting with laundry.
Ariel: Fashion Shoot
Ariel created an interactive online game where people could remotely control a robot to stain designer clothes at Stockholm Central Station, then demonstrate their washing detergent's cleaning power by immediately washing the stained garments. The campaign turned stain removal into an engaging, playful experience that highlighted Ariel's effectiveness at cleaning tough stains.