Titulo | Mental Load - Does it sound familiar |
Agência | Proximity Madrid |
Campanha | #MentalDownload |
Anunciante | Procter & Gamble |
Marca | P&G |
Data da primeira Transmissão/Publicação | 2019 / 2 |
Sector Empresarial | Outros |
Filosofia | Confronting this situation, P&G working with Proximity Madrid has developed the #descargamental (#MentalDownload) project.. As well as the study, P&G carried out an experiment to demonstrate the problem. They asked 5 couples with different profiles to make lists of their mental tasks in the notes app on their mobile phones. The couples then swapped phones and read each other's lists aloud. The result was striking. The men's notes related to their work and focused on personal matters, while the women not only had more items on their lists, but the majority of these were closely linked to the household, showing the inequality in responsibilities between them. You can watch the full experiment here: The idea is for the #MentalDownload project to be the first step towards changing this imbalance. In short, the website www.descargamental.es seeks to address the issue of mental load, to raise awareness in society, to promote #mentaldownload, and help families at every stage of their lives. Results Where available More than 300.000 people have seen the video in only one week in Youtube and 300.000 in Fb |
Tipo de Mídia | Interatividade |
Comprimento | |
Client Contact | Giulia Bloise |
Client Contact | Marta Vélez |
GlobalChief Creative Officer | Eva Santos |
Executive creative director | Susana Pérez |
Creative Director | David Despau |
Creative Supervisor | Pilar Rojas |
Creative Supervisor | María Solano |
Director de arte | Catherine Correa |
Illustrator | Alicia Manero |
Redator | Ana Ortega |
Redator | Olalla Yañez |
Video Edition | Luis Plaza |
Video Coordinator | Elias Maldonado |
Client Services Director | Marta Yllera |
Account Manager | Marta Yllera |
Planner | Esla de Murga |
Executivo de contas | Ángela Suñer |
Communication Director | Laura Carrillo |
Chefe de produção | Gemma Selga |
Media Agency | Carat |
Production Company | Only Nine to Five |
Director | Beatriz Abad |
Produtor executivo | Mª Jesus Horcajuelo |
Producer | Javier Isaac |
Director de fotografia | Jorge Roig |
Editor | Efraín Parrilla |
Post Production Coordinator | Jose Mª Abizanda |
Post Production Studio | Serena |