change the world one brief at a time

​Do you want to change the world? I do. 
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One strategy a time. One client meeting a time. One brainstorm a time.  One conversation a time.  With strategies that the brand can grow into. With strategies that unleash the brand’s full range of potential. And make a positive dent in business, in people’s lives, in culture.
Here are some examples of work that stemmed from that desire. Some of it saw the light of the light and some that didn’t but all of it strongly intending to permeate culture, and make a dent in it for the better. 

In a sexist nation like India – and in 1999 – the advt for a detergent, Ariel did not show a woman. It showcased a man washing clothes using Ariel and saying that washing clothes had got nothing to do with being a man or woman. Ariel made it so simple that anyone could do the washing. At the time the commercial was aired in India, all detergent commercials showcased the woman doing the laundry -  mirroring the mindset that washing was considered to be a woman’s job. By making the man – not just do the washing but in subsequent communication take care of the child, while the mom went out to work- our work attempted to make the right dent in culture by questioning and reversing gender stereotypes.

On Johnson’s & Johnson’s baby care, across SE Asia we got dads into the picture. Millennials agree that the family unit has changed since they were younger, with men taking on greater household responsibilities & care of their children. Marketers lagged behind and still spoke about parenting as being a mom’s job. We got the leading global baby care brand to put dad’s in the centre of the work, community, conversation. A positive dent in the culture. 

Changing the world for the better, could be the highest expression of one’s talent. It can come from within or without the brief. Or when you repurpose the brief to develop a strategy that the brand can grow into and change people’s lives the way it didn’t think it could. Change the world, one brief at a time .