THE KITCHEN IS FOR EVERYONE
Brand | GENERAL MILLS |
Product/Service | BETTY CROCKER |
Entrant | VMLY&R Dubai, UNITED ARAB EMIRATES |
Category | Rebrand / Refresh of an existing Brand |
Idea Creation
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VMLY&R Dubai, UNITED ARAB EMIRATES
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Media Placement
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VMLY&R Dubai, UNITED ARAB EMIRATES
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PR
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ASDA'A BCW Dubai, UNITED ARAB EMIRATES
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Cultural / Context information for the jury
A new generation of women is making change in the Arab world. From conquering Everest to making history at the Olympics, Arab women are making headlines and breaking stereotypes every day. But despite these changes, they are still stuck with the stereotype- ‘women belong in the kitchen’.
For almost a hundred years Betty Crocker has proudly supported women. Or so we thought, until an 8-year-old boy named Sultan, took to twitter and challenged us with a question, “Why are the baking instructions on Betty Crocker’s packs only addressed to women?” The twitterverse exploded in support. It was a moment that made us realize, we needed to make a change.
We needed to answer this young boy, and once again show the world that Betty Crocker supported not only women, but chefs of any age and gender.
It was time to change the regional stereotype.
Explain how the work innovatively used the print / publishing medium.
It began by coming up with brand-new gender-neutral instructions.
Working with a linguistics expert we discovered that gender neutral terms do exist in the Arabic language. But cooking instructions follow the regional stereotype, ‘only women cook’, and therefore only address them. We created new, progressive gender-neutral baking instructions in Arabic to let the world know that the kitchen is for everyone.
Betty Crocker has actually been a pioneer of new media for her nearly 100-year history. Using the packs gave us reach to an audience of millions, so we changed over 20 million of them. While the packs for change spread the campaign message onground, we made sultan the voice of our campaign spreading the message of gender quality online, on social media, to influencers, schools, talk shows, cooking shows and news channels, opening eyes and sparking real conversation about equality in the kitchen.
Credits
Kalpesh Patankar |
VMLY&R |
CCO / Art Director |
Dhruv Warrior |
VMLY&R |
Copywriter |
Fernando Miranda |
VMLY&R |
Copywriter |
Sambhav Khandelwal |
VMLY&R |
Copywriter |
Ivan Bormaister |
VMLY&R |
Art Director |
Maria Jabbour |
VMLY&R |
Account Manager |
Darine ElKaissi |
VMLY&R |
Business Director |
Sajjad Hussain |
General Mills |
Marketing Manager |
Azfar Ul-Islam |
General Mills |
Marketing Director & Head of Emerging Markets/Channels |
Pratyush Kumar |
VMLY&R |
Editor |
Harvey George |
VMLY&R |
Arabic Copywriter |
Margaret Flanagan |
Asda’a BCW |
Executive Vice President |
Samantha Dsa |
Asda’a bcw |
Sr PR Executive |
Ali Shaikh |
General Mills |
Chief Marketing Officer |
Ahmed Montaser |
VMLY&R |
Art Director |
Ines Fates |
General Mills |
Brand Manager |
Raza Khurram |
VMLY&R |
Motion Graphic Designer |