The Ask
Expose the cleaning inequality gap and attempt to fix it
The Insight
Even when they work full time jobs, women still clean, on average, 3x more than men in the house
The Execution
We created Project 50/50 - the first ever smart bottle with finger print technology that can report and archive who has been using it. We gave the bottle to influencer couples in Argentina so they could discover the cleaning disparity in their homes, first hand. Every time they cleaned, the bottle kept score and let each party knew where they stood. Over time, this exposed the cleaning gap and attempted to fix it.
The Results
The content created fueled the cleaning inequality conversation that was long overdue. Woman not only related, but felt heard for the first time in a long time. Project 50/50 garnered...
20.7 MM + impressions
36 K + engagements
797 K + views in three weeks