7: INTEGRATED (13 FOOD)

Real Husbands Cook - Soy Sauce - Kecap ABC JPG
Real Husbands Cook - Soy Sauce - Kecap ABC JPG
Real Husbands Cook - Soy Sauce - Kecap ABC MP4 2m:07s

Real Husbands Cook - Kecap ABC
Soy Sauce

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Real Husbands Cook - Kecap ABC - Soy Sauce

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Title of Entry: Real Husbands Cook
Brand: Kecap ABC
Product/Service: Soy Sauce
Client: Kraft Heinz, Kecap ABC
Entrant Company: VMLY&R Asia
Creative Agency: VMLY&R Asia
Duration of Entry: 02:07
Chief Creative Officer: Venkatgiri Rao
Creative Director: Kevin Lobo, Sourav Pattnaik
Art Director: Anupam Singh
Copywriter: Rajivi Rao, Sukanya Seshadri, Ayu Azevy
Account Executive: Poppy Dihardjo, Abhinav Galate, Bilal Syahrir, Arastri Putri, Andra Agustia
Account Manager: Preethi Sanjeevi, Mudit Trivedi
Production Company: Pesona
Date of Release: 2018-10-01
Producer: Tastemade
Notes: While gender equality is a much discussed issue, it remains exactly that – “discussed”. A lot of propaganda; little action. In the world’s largest Muslim majority nation, Indonesia; with a fiercely patriarchal culture; changing behaviour around this subject is tough. This is the case of a brand; Kecap ABC actually driving gender equality through an integrated brand experience with its idea ‘Real Husbands Cook’. Using a combination of hard-hitting real stories and on-ground ACTS with real people, the campaign sparked a nationwide debate. It all culminated on Mother’s Day with 1000+ husbands cooking for their wives and setting a record.