ALMOST A MONUMENT

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Many men still think that when they clean at home, they are "helping" women, using phrases like “I cleaned it for you”. And that, as it is said in Argentina, makes them "deserve a monument" for their contribution. So we literally built ones for them. 

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We did the most extensive research study for the cleaning category and we used the data to trigger a conversation, developing an installation to show the gap that exists. While Argentinian men are the most collaborative with household chores, women still do 50% more than them.

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With the help of a local artist we presented “ALMOST A MONUMENT”: an art installation that shed a light on the difference between what women and men do. While women sculptures were completed, men sculptures were finished up to their deserved percentage.

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In a moment when the conversation was a hot topic in Argentina, the campaign went viral. In social media it earned 450%+ organic growth. 

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Rol: Group Creative Director/

Regional Creative Director.