For Procter & Gamble’s (P&G) Fairy brand, they wanted to make a mark during International Women’s Day, specifically around the fact women spend 117 minutes more everyday on average than men doing household chores.
To highlight this point, we tackled the problem at its source, in the home. We changed the iconic FAIRY brand to FAIR, asking fans ‘how fair is your home?’ The question is discussed and answered by several real-life couples in an online film and sparked a packaging update in 2019 in support of LGBTQ+ rights.