GLASS CATEGORY: P&G Whisper — Touch the Pickle (Agency: BBDO India)

This campaign, for P&G's sanitary protection brand Whisper, aimed to break the taboo in India around menstruation. One insight that fed into the campaign was that women are even discouraged from doing simple things such as touching the pickle jar in the kitchen whilst they are on their period because there is a worry that the pickle would immediately rot. Not only did 2.9 million women pledge to "touch the pickle jar," but the work resulted in sparking a huge conversation in India around the issue.