Title | REFRESHER COURSE |
Brand | SC JOHNSON |
Product / Service | BRAND CAMPAIGN |
Category | B02. Other FMCG |
Entrant | SC JOHNSON Yokohama, JAPAN |
Idea Creation | OGILVY JAPAN Tokyo, JAPAN |
Production | GUNSROCK Tokyo, JAPAN |
Name | Company | Position |
---|---|---|
Doug Schiff | Ogilvy Japan | Chief Creative Officer |
Ricardo Adolfo | Ogilvy Japan | Executive Creative Director |
Donna Charlton-Perrin | Ogilvy Chicago | Group Creative Director |
Sei Sugiyama | Ogilvy Japan | Creative Director |
Junkichi Tatsuki | Ogilvy Japan | Associate Creative Director |
Maki Enomoto | Ogilvy Japan | Copywriter |
Masaaki Sai | Ogilvy Japan | Senior Art Director |
Rie Kawai | Ogilvy Japan | Senior Producer |
Tatsuya Fukudomi | Ogilvy Japan | Program Manager |
Naoko Yamakawa | Ogilvy Japan | Strategic Director |
Sophianna Bishop | Ogilvy Japan | Senior Account Executive |
Antonis Kocheilas | Ogilvy Chicago | Managing Director, Head of Planning |
Philip Heimann | Ogilvy New York | Worldwide MD, Global Brand Management |
Pete Lewis | Ogilvy Chicago | Managing Director |
Bryan Eytcheson | Ogilvy Chicago | Executive Group Director |
Takuro Fujii | GunsRock | Producer |
Futoshi Takashima | GunsRock | Director |
Ann Mukherjee | SC Johnson | Global Chief Marketing Officer |
Cees Talma | SC Johnson | Global Vice President Home Care |
John Horn | SC Johnson | Senior Director, Global Marketing, Home Cleaning |
Adam Galea | SC Johnson | Brand Manager, Global Home Cleaning |
Masahiro Washizu | SC Johnson | President and Representative Director |
Shiho Kitamoto | SC Johnson | Sr. Director, Marketing Commercialization |
Wangbo Ma | SC Johnson | Manager, Marketing Commercialization |
Miyuki Endo | SC Johnson | Manager, Marketing Commercialization |
Ayumi Hori | SC Johnson | Associate Manager, Marketing Commercialization |
Japanese children grow up cleaning their classroom together, equally. However, later in life after marriage, gender inequality sets in with men shirking their duty to help cleaning in the home and women doing all or nearly all the work at home. We decided to demonstrate this gender bias through a real-time social experiment. We chose a typical Japanese classroom, and during a day in class, with parents observing, the teacher asked only the girls to clean, while the boys were allowed to go outside and play. Watching on a monitor in another room the parents were shocked to witness the inequality. But then, afterward, the couples were asked why they felt that way when it only mirrored what happens within their own home.
In a recent World Economic Forum gender equality ranking, Japan came in at 114th, last among industrialized countries. This inequality is especially prevalent within the home. In fact, Japanese women spend 7x more time on housework than their husbands—one of the most unequal ratios in the world. This, at a time when there is an historic high of women in the workforce in Japan, leaving them even with less time for household chores. SC Johnson wanted to spur on change and encourage more gender equality in the household by inspiring men to share the responsibility of house cleaning.