REAL HUSBANDS COOK for Heinz ABC SOY
In Indonesia, the world’s largest Muslim dominated country, the prevalent patriarchy makes it impossible for women, to be treated as equals.
Heinz ABC Soy, decided to fix the inequality, where it exists the most- the kitchen. Our campaign challenged the average Indonesian man’s ‘manliness’ by telling him that it’s ok for a man to cook and a husband who helps his wife in the kitchen, is a real husband. Using a real divorcee to deliver our message, partnering with top Indonesian male chefs and creating tailor made online cooking courses and certification for men, we took the first steps towards creating equality for women.
APAC Effie Shortlist Cresta Awards Bronze Marketing Interactive EMA 1 Gold + 1 Bronze