Vim, a leading dishwashing brand by Unilever, has created redefined brand activism with its ‘No Dishcrimination Dinner Set’ campaign, developed in partnership with IMPACT BBDO and BBDO Pakistan.
The campaign directly addresses a deeply embedded social behaviour in Pakistani households while delivering substantial commercial results.
The campaign tackles a normalised practice in many Pakistani homes: domestic workers being served on separate plates or utensils from family members, often justified under the guise of hygiene.
Recognising this contradiction at the heart of its brand values and brand promise, Vim designed a creative intervention that transcended traditional activism messaging.
Rather th
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