Each Women’s Day, men struggle to find the perfect gift, while many women continue to carry the invisible weight of everyday responsibilities. Instead of suggesting another traditional present, the campaign reframed the idea of giving by inviting men to offer women their own time.

Time to relax.
Time to do something they enjoy.
Time away from chores and expectations.

We created a series of three funny videos starring Avon’s brand ambassador and Romanian singer Antonia. The videos encouraged men to take over everyday tasks - from household chores to daily errands - and give the women in their lives the chance to enjoy some well-deserved time off.

The campaign resonated widely online, becoming one of the most popular videos in the YouTube Romania Ads Leaderboard and winning several national awards, including a Gold Effie for Branded Content.