ABC Heinz Launches Emotional Unbranded Film Focusing on Gender Inequality in Indonesia

For Woman’s Equality Day earlier this week, ABC Heinz Indonesia created a powerfully-emotional online film, via Ogilvy Jakarta highlighting the difficulties for women at home regarding meal preparation.

According to the brand, 6 out of 10 Indonesian wives work, but less than 3 out of 10 husbands are willing to cook. This workload imbalance in domestic activities creates tension in the home.

Ogilvy Jakarta has released an online unbranded film that is shot from the perspective of a 12-year-old boy on an iPhone. The film shows his father having an angry outburst and being mentally abusive to the his wife because dinner wasn’t made on time. The film immediately provoked conversations across Indonesia about a woman’s role in the household – garnering an impressive 250,000 likes and 23 thousand comments ensued on the first day.




“As a brand, ABC Heinz has been championing the cause of Gender Equality in cooking,” said Dhiren Amin, Head of Marketing and R&D, Indonesia and PNG.

“Since a clutter-breaking launch with a commercial showcasing a repenting divorcee, the brand has been creating acts that convince husbands to cook for Mother’s day and Ramadhan. For 2019 Women’s Equality Day, we wanted to make cooking sustainable today in into the future. So we have launched a school activation initiative that gets teenage boys to learn how to cook in high schools. Because Real husbands cook. Today. And in the future.”

ABC Heinz also launched a cooking program for 50 secondary schools to teach all kids including boys and girls how to prepare meals at home.


Agency: Ogilvy Jakarta
CCO: Adrian Miller
Deputy ECD: Peter Hibberd
CD: Satriono Kartodimedjo
Writer: Amanda Sarosa
CSO: Markus Oelsner
Director: Lukitasari Sunowo
Production House: Gama
Activation: David Tay (Geometry)
Client: ABC Heinz Indonesia