P&G Whisper's 'Touch the Pickle' Wins Glass Grand Prix
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Procter & Gamble won the Grand Prix for the inaugural Glass Lions for gender-equality category at the Cannes Lions International Festival of Creativity for BBDO India’s “Touch the Pickle” campaign for sanitary protection brand Whisper. The better-known “#LikeAGirl” work for Always by Leo Burnett, widely touted to be a big Lion winner at Cannes, was a contender for the first Glass Grand Prix, and won one of the seven Glass Lions handed out in the category.
What won: In India, menstruation is treated like a shameful curse. Women are discouraged from pursuing normal daily activities during their periods, including touching the jar of pickles found in the kitchen of most Indian homes, because the pickles will supposedly rot. A groundbreaking film by the Mumbai office of BBDO India encourages women to defy tradition and taboos by touching the pickle jar.
An active teenage girl courageously touches a pickle jar and proclaims “I touched the pickle jar” as other women applaud. A voice-over urges: “Girls, let’s make the taboos go away and touch the pickle jar.”
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