Abroad Films’ Post

BBDO India sends five campaigns to Cannes Lions 2024 https://ift.tt/YHKh4VB BBDO India is set to showcase five campaigns at Cannes Lions 2024. Of these, four are for Ariel, and one is for Mumbai Police. The agency is entering Ariel's "HomeTeams" and "#ShareTheLoad" campaigns in the Film, Integrated, Media, and PR categories. Additionally, the "103 Helpline for Women’s Safety" campaign for Mumbai Police will compete in the Glass Lion and Design Lions categories. Home Teams #ShareTheLoad (Integrated) 57% of women decline work-related travel opportunities. Because they worry about their partner’s ability to manage the household chores in their absence. The mental load of household chores is holding women back. The campaign was further complemented by the development of a tech solution, Home Map. It functions like a map for your home, showing men where things are kept, which reduces the constant calls to women while they are away. But that was not all. Ariel also hijacked prime-time news. The news anchor’s husband took over the news screen, reassuring her that he had the home covered, surprising both the anchor and millions of viewers. Home Teams #ShareTheLoad (Film) In its latest edition, Ariel's #ShareTheLoad campaign asks: How strong is your home team? This year, the campaign tackles the mental load women shoulder in addition to physical housework. Can men become trusted allies, fostering a true partnership? Watch the film and see how sharing the load strengthens your HomeTeam! #ShareTheLoad Ariel ‘Times News Hijack’ In India, many women decline work-related travel opportunities, because they worry about their partners’ ability to manage the household chores in their absence. Ariel’s #ShareTheLoad movement wanted to change mindsets and persuade men to step up at home, to share their partner’s mental load. For one night, while millions across India were tuned in, Ariel hijacked Prime-Time News to surprise the news anchor with a heartwarming message from her husband – showing him taking care of the home, while she was at work. This News Hijack was part of a larger integrated movement HomeTeams #ShareTheLoad that grew the conversation around the mental load of household chores on women. Ariel ‘Home Maps App’ To reduce the mental load on women, Ariel, India’s leading detergent brand, developed a tech solution, Home Map. It’s like Maps for your home. With Home Map, men can find things at home without the constant calls to their wives. Putting an end to weaponised incompetence! Ariel’s ‘Home Map’ tells men where everything is kept at home. Home Map was part of a larger integrated movement HomeTeams #ShareTheLoad, that grew the conversation around the mental load of household chores on women. The combined impact of the HomeTeams movement was seen on the brand and society. The ‘103 Rakhee’ for Women’s Safety 103, a women’s safety helpline was launched by the Mumbai Police. Despite announcing the helpline across mainstream ...

BBDO India sends five campaigns to Cannes Lions 2024 https://ift.tt/US5sBNZ BBDO India is set to showcase five campaigns at Cannes Lions 2024. Of these, four are for Ariel, and one is for Mumbai Police. The agency is entering Ariel's "HomeTeams" and "#ShareTheLoad" campaigns in the Film, Integrated, Media, and PR categories. Additionally, the "103 Helpline for Women’s Safety" campaign for Mumbai Police will compete in the Glass Lion and Design Lions categories. Home Teams #ShareTheLoad (Integrated) 57% of women decline work-related travel opportunities. Because they worry about their partner’s ability to manage the household chores in their absence. The mental load of household chores is holding women back. The campaign was further complemented by the development of a tech solution, Home Map. It functions like a map for your home, showing men where things are kept, which reduces the constant calls to women while they are away. But that was not all. Ariel also hijacked prime-time news. The news anchor’s husband took over the news screen, reassuring her that he had the home covered, surprising both the anchor and millions of viewers. Home Teams #ShareTheLoad (Film) In its latest edition, Ariel's #ShareTheLoad campaign asks: How strong is your home team? This year, the campaign tackles the mental load women shoulder in addition to physical housework. Can men become trusted allies, fostering a true partnership? Watch the film and see how sharing the load strengthens your HomeTeam! #ShareTheLoad Ariel ‘Times News Hijack’ In India, many women decline work-related travel opportunities, because they worry about their partners’ ability to manage the household chores in their absence. Ariel’s #ShareTheLoad movement wanted to change mindsets and persuade men to step up at home, to share their partner’s mental load. For one night, while millions across India were tuned in, Ariel hijacked Prime-Time News to surprise the news anchor with a heartwarming message from her husband – showing him taking care of the home, while she was at work. This News Hijack was part of a larger integrated movement HomeTeams #ShareTheLoad that grew the conversation around the mental load of household chores on women. Ariel ‘Home Maps App’ To reduce the mental load on women, Ariel, India’s leading detergent brand, developed a tech solution, Home Map. It’s like Maps for your home. With Home Map, men can find things at home without the constant calls to their wives. Putting an end to weaponised incompetence! Ariel’s ‘Home Map’ tells men where everything is kept at home. Home Map was part of a larger integrated movement HomeTeams #ShareTheLoad, that grew the conversation around the mental load of household chores on women. The combined impact of the HomeTeams movement was seen on the brand and society. The ‘103 Rakhee’ for Women’s Safety 103, a women’s safety helpline was launched by the Mumbai Police. Despite announcing the helpline across mainstream ...

BBDO India sends five campaigns to Cannes Lions 2024 https://ift.tt/US5sBNZ BBDO India is set to showcase five campaigns at Cannes Lions 2024. Of these, four are for Ariel, and one is for Mumbai Police. The agency is entering Ariel's "HomeTeams" and "#ShareTheLoad" campaigns in the Film, Integrated, Media, and PR categories. Additionally, the "103 Helpline for Women’s Safety" campaign for Mumbai Police will compete in the Glass Lion and Design Lions categories. Home Teams #ShareTheLoad (Integrated) 57% of women decline work-related travel opportunities. Because they worry about their partner’s ability to manage the household chores in their absence. The mental load of household chores is holding women back. The campaign was further complemented by the development of a tech solution, Home Map. It functions like a map for your home, showing men where things are kept, which reduces the constant calls to women while they are away. But that was not all. Ariel also hijacked prime-time news. The news anchor’s husband took over the news screen, reassuring her that he had the home covered, surprising both the anchor and millions of viewers. Home Teams #ShareTheLoad (Film) In its latest edition, Ariel's #ShareTheLoad campaign asks: How strong is your home team? This year, the campaign tackles the mental load women shoulder in addition to physical housework. Can men become trusted allies, fostering a true partnership? Watch the film and see how sharing the load strengthens your HomeTeam! #ShareTheLoad Ariel ‘Times News Hijack’ In India, many women decline work-related travel opportunities, because they worry about their partners’ ability to manage the household chores in their absence. Ariel’s #ShareTheLoad movement wanted to change mindsets and persuade men to step up at home, to share their partner’s mental load. For one night, while millions across India were tuned in, Ariel hijacked Prime-Time News to surprise the news anchor with a heartwarming message from her husband – showing him taking care of the home, while she was at work. This News Hijack was part of a larger integrated movement HomeTeams #ShareTheLoad that grew the conversation around the mental load of household chores on women. Ariel ‘Home Maps App’ To reduce the mental load on women, Ariel, India’s leading detergent brand, developed a tech solution, Home Map. It’s like Maps for your home. With Home Map, men can find things at home without the constant calls to their wives. Putting an end to weaponised incompetence! Ariel’s ‘Home Map’ tells men where everything is kept at home. Home Map was part of a larger integrated movement HomeTeams #ShareTheLoad, that grew the conversation around the mental load of household chores on women. The combined impact of the HomeTeams movement was seen on the brand and society. The ‘103 Rakhee’ for Women’s Safety 103, a women’s safety helpline was launched by the Mumbai Police. Despite announcing the helpline across mainstream ...

BBDO India sends five campaigns to Cannes Lions 2024 https://ift.tt/x9AVGda BBDO India is set to showcase five campaigns at Cannes Lions 2024. Of these, four are for Ariel, and one is for Mumbai Police. The agency is entering Ariel's "HomeTeams" and "#ShareTheLoad" campaigns in the Film, Integrated, Media, and PR categories. Additionally, the "103 Helpline for Women’s Safety" campaign for Mumbai Police will compete in the Glass Lion and Design Lions categories. Home Teams #ShareTheLoad (Integrated) 57% of women decline work-related travel opportunities. Because they worry about their partner’s ability to manage the household chores in their absence. The mental load of household chores is holding women back. The campaign was further complemented by the development of a tech solution, Home Map. It functions like a map for your home, showing men where things are kept, which reduces the constant calls to women while they are away. But that was not all. Ariel also hijacked prime-time news. The news anchor’s husband took over the news screen, reassuring her that he had the home covered, surprising both the anchor and millions of viewers. Home Teams #ShareTheLoad (Film) In its latest edition, Ariel's #ShareTheLoad campaign asks: How strong is your home team? This year, the campaign tackles the mental load women shoulder in addition to physical housework. Can men become trusted allies, fostering a true partnership? Watch the film and see how sharing the load strengthens your HomeTeam! #ShareTheLoad Ariel ‘Times News Hijack’ In India, many women decline work-related travel opportunities, because they worry about their partners’ ability to manage the household chores in their absence. Ariel’s #ShareTheLoad movement wanted to change mindsets and persuade men to step up at home, to share their partner’s mental load. For one night, while millions across India were tuned in, Ariel hijacked Prime-Time News to surprise the news anchor with a heartwarming message from her husband – showing him taking care of the home, while she was at work. This News Hijack was part of a larger integrated movement HomeTeams #ShareTheLoad that grew the conversation around the mental load of household chores on women. Ariel ‘Home Maps App’ To reduce the mental load on women, Ariel, India’s leading detergent brand, developed a tech solution, Home Map. It’s like Maps for your home. With Home Map, men can find things at home without the constant calls to their wives. Putting an end to weaponised incompetence! Ariel’s ‘Home Map’ tells men where everything is kept at home. Home Map was part of a larger integrated movement HomeTeams #ShareTheLoad, that grew the conversation around the mental load of household chores on women. The combined impact of the HomeTeams movement was seen on the brand and society. The ‘103 Rakhee’ for Women’s Safety 103, a women’s safety helpline was launched by the Mumbai Police. Despite announcing the helpline across mainstream ...

BBDO India sends five campaigns to Cannes Lions 2024 https://ift.tt/US5sBNZ BBDO India is set to showcase five campaigns at Cannes Lions 2024. Of these, four are for Ariel, and one is for Mumbai Police. The agency is entering Ariel's "HomeTeams" and "#ShareTheLoad" campaigns in the Film, Integrated, Media, and PR categories. Additionally, the "103 Helpline for Women’s Safety" campaign for Mumbai Police will compete in the Glass Lion and Design Lions categories. Home Teams #ShareTheLoad (Integrated) 57% of women decline work-related travel opportunities. Because they worry about their partner’s ability to manage the household chores in their absence. The mental load of household chores is holding women back. The campaign was further complemented by the development of a tech solution, Home Map. It functions like a map for your home, showing men where things are kept, which reduces the constant calls to women while they are away. But that was not all. Ariel also hijacked prime-time news. The news anchor’s husband took over the news screen, reassuring her that he had the home covered, surprising both the anchor and millions of viewers. Home Teams #ShareTheLoad (Film) In its latest edition, Ariel's #ShareTheLoad campaign asks: How strong is your home team? This year, the campaign tackles the mental load women shoulder in addition to physical housework. Can men become trusted allies, fostering a true partnership? Watch the film and see how sharing the load strengthens your HomeTeam! #ShareTheLoad Ariel ‘Times News Hijack’ In India, many women decline work-related travel opportunities, because they worry about their partners’ ability to manage the household chores in their absence. Ariel’s #ShareTheLoad movement wanted to change mindsets and persuade men to step up at home, to share their partner’s mental load. For one night, while millions across India were tuned in, Ariel hijacked Prime-Time News to surprise the news anchor with a heartwarming message from her husband – showing him taking care of the home, while she was at work. This News Hijack was part of a larger integrated movement HomeTeams #ShareTheLoad that grew the conversation around the mental load of household chores on women. Ariel ‘Home Maps App’ To reduce the mental load on women, Ariel, India’s leading detergent brand, developed a tech solution, Home Map. It’s like Maps for your home. With Home Map, men can find things at home without the constant calls to their wives. Putting an end to weaponised incompetence! Ariel’s ‘Home Map’ tells men where everything is kept at home. Home Map was part of a larger integrated movement HomeTeams #ShareTheLoad, that grew the conversation around the mental load of household chores on women. The combined impact of the HomeTeams movement was seen on the brand and society. The ‘103 Rakhee’ for Women’s Safety 103, a women’s safety helpline was launched by the Mumbai Police. Despite announcing the helpline across mainstream ...

XR Extreme Reach and The Female Quotient Unveil RX: The New Industry Metric for Representation in Advertising and Creative Content https://lnkd.in/gUhkXDzc #creativecontent #digitaladvertising #representationIndex #TheFemaleQuotient #XRExtremeReach

📊 Belgian Ad Diversity Barometer: One Year of Insights Since August 2023, we have been analysing 1,000 TV, online, and print ads monthly, using our Diversity Analytics platform, supported by BAM - Belgian Association of Marketing and Nielsen data. We assess visual age, gender, ethnicity and disability at scale, and provide an objective view of diversity in Belgian advertising.  Why is this important? Well, brands using more inclusive advertising see a 3.5% increase in short-term sales for one. Here are some key findings: - Age: Only 17% of featured talent is 45 or older, even though this group represents 46% of the population and over half of purchasing power. Print ads include older faces more often than TV and online ads, suggesting marketers recognise the importance of age representation, as magazine readers tend to be older. But if brands believe in representation, why stop there? - Gender: Women represent 53% of all talent, though female representation saw a slight decline over the year. Whether this shift is seasonal or structural remains to be seen. - Gender x Age: Female talent is notably younger than male talent, with a notable underrepresentation of women over 55. As age increases, female representation drops by 43%, while younger brackets show about 33% more women. This is a missed opportunity for marketers, as numerous studies show that people do not want to see young and beautiful faces, they want to see people who look like them. - Ethnicity: Ethnic diversity has shown a slight increase, though representation varies by sector. Much of the diversity comes from internationally produced TV ads (FMCG, automotive). However, sectors led by local brands, such as Telco, Energy, Finance, and Insurance, are trending toward more ethnic representation. - Disability: 12 of 630 brands featured people with visible disabilities. Each month, 2 to 6 out of 1000 ads included such representation, peaking in July 2024 due to the Paralympics. About half of these ads depicted individuals without making their disability central to the storyline, helping to normalise disability representation in advertising. We cannot overstate the importance of authentic, diverse representation. Diversity for the sake of diversity—such as placing diverse cast members in the background—can negatively impact sales. However, showcasing positive role models boosts short-term sales, long-term sales, pricing power, and brand loyalty. Discover more insights and examples on the Ad Diversity Barometer .be website.

We’ve just updated the Belgian Ad Diversity Barometer with a 12-month analysis. The main takeaway? Marketers have substantial opportunities to capture up to a 3.5% sales boost through more inclusive advertising. However, diversity for the sake of diversity—such as placing diverse cast members in the background—can actually harm sales. Showcasing positive role models, on the other hand, has been shown to increase short-term and long-term sales, pricing power, and brand loyalty, according to a landmark study by the Unstereotype Alliance. Below is a quick summary.

📣"We believe fandom is dead. Welcome to fancom.” Last week’s M&C Saatchi Group Open House session🏠 mentioned this new concept along with a dive deep into passion and talent marketing by Noëlla Neffati from M&C Saatchi Sport & Entertainment, Amsterdam, Saskia Patel from M&C Saatchi Social and Madison Lygo from M&C Saatchi Merlin. But what is fancom?🤔 This new concept understands that it’s no longer about one homogeneous group worshipping from the sidelines but communities with intersectional passions and behaviors. Communities aren’t just forming, they’re merging around shared interests and behaviors. We’ve seen this firsthand on platforms like TikTok, where users have initiated trends and communities, driving the platform's evolution.📈 Today’s audience is the decision-maker, the creator, and the driving force behind the spaces they want to be part of. Communications must evolve. It’s no longer about targeting one homogeneous group—people are multifaceted, have diverse passions, and belong to overlapping communities. Messaging needs to reflect that versatility, embracing and celebrating the different interests that define today’s audience. At the heart of this shift is passion, which fuels engagement and creates real-life connections, the ultimate goal.🏆 #mcsaatchiopenhouse #passionmarketing #communitydriven

🤩Viral campaigns usually have the WOW factor, and Dove's "Real Beauty Sketches" campaign has the WOWness and more. 👉Fernando Machado, together with the agency (Ogilvy) and their teams, masterfully crafted the campaign that surprised the world with a strong message about women's perception of themselves. 🏆It gathered 19 well-deserved Cannes Lions awards, and it still resonates in the advertising industry. 👀There might not be a formula for viral videos, but for sure there is for creativity. Learn all about it from Fernando Machado in his virtual masterclass on May 15th: Details on https://lnkd.in/eZ8AyDZ