Cannes Lions
BBDO INDIA, Mumbai / ARIEL / 2020
Overview
Entries
Credits
Execution
Ariel #ShareThe Load for equal sleep is a social movement against gender inequality and is based on the cultural truth in India that the burden of household chores robs women off their basic needs i.e equal sleep.
The film, first to wake up and last to sleep, focuses on the unaccounted time women spend doing housework. It is the theater of the after-hours to make every waking hour count
Depicted from the eyes of a little girl devoid of any conditioning, who notices her mother running around all day long and missing from the bed at night. She drives the realization for her father as she begins to look for her.
The film peaks at a startling moment when the father and daughter find her fallen asleep next to the washing machine, after a long day of single-handedly multitasking all her roles as well as household chores.
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