| Заголовок | Mental Load - Does it sound familiar |
| Агентство | Proximity Madrid |
| Кампания | #MentalDownload |
| Рекламодатель | Procter & Gamble |
| Бренд | P&G |
| Дата первой трансляции/Публикации | 2019 / 2 |
| Бизнес сектор | Другие |
| философия | 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 |
| Тип медиа | Digital |
| Длина | |
| 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 |
| Арт-директор | Catherine Correa |
| Иллюстратор | Alicia Manero |
| Копирайтер | Ana Ortega |
| Копирайтер | Olalla Yañez |
| Video Edition | Luis Plaza |
| Video Coordinator | Elias Maldonado |
| Директор по обслуживанию клиентов | Marta Yllera |
| Account Manager | Marta Yllera |
| Planner | Esla de Murga |
| Делопроизводитель | Ángela Suñer |
| Communication Director | Laura Carrillo |
| Руководитель производства | Gemma Selga |
| Media Agency | Carat |
| Production Company | Only Nine to Five |
| Director | Beatriz Abad |
| Исполнительный продюсер | Mª Jesus Horcajuelo |
| Producer | Javier Isaac |
| Оператор-постановщик | Jorge Roig |
| Editor | Efraín Parrilla |
| Координатор пост-производства | Jose Mª Abizanda |
| Post Production Studio | Serena |
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