Share the load


The World Advertising Research Centre (WARC) has released 2017’s WARC 100, ranking award winning campaigns from around the globe and across all categories, based on effectiveness and strategy. Leading the rankings in 2017 is Ariel Laundry Detergent’s ‘Share the Load’ campaign (from India), with John Lewis Christmas campaigns (UK) a close second.

Our take

For Ariel, the challenge was to make the brand matter to their audience, in a particularly low involvement category. By looking at social issues faced by their audience, they identified that gender equality was a problem, particularly in distribution of household chores – and the campaign innovatively engaged underutilised channels (packaging and even wash care instruction labels on clothing). With huge earned media results, Ariel’s campaign highlights the willingness of consumers to connect with brands that show authentic support of issues important to them.

Get the WARC 100 summary results here.

What’s The Wrap?

The Wrap is a fortnightly review of the latest trends and technologies from around the globe.

In a constantly evolving marketplace, we identify the best new technologies, campaigns and consumer behaviours and cast The Media Store lens over their practical application and efficacy, to ensure we and our clients remain at the forefront of the news.