ABOUT

What women face every day often go unspoken.
They are more often judged on their looks.
Spend 2.4 more hours a day on unpaid care work.
Face 13% more stress at work compared to their male colleagues.
Conversations around women’s unequal responsibilities are growing, but they don’t always reflect these small, daily realities.

At the same time, Campbell’s, an iconic western soup brand, has lost its relevance amidst the sea of Asian broths. The brand is stuck to the age-old consumption cues of either rainy weather or when one feels under the weather. To get out of this rut we needed to express the comfort of a bowl of Campbell’s soup in a way that resonated with how people truly feel in the day-to-day, not clichés. And women needed the comfort of Campbell’s most.

We recognised that for many women, comfort isn’t about big moments. It’s in small, personal rituals. Like taking off a bra after a long day, stepping out of heels, or washing off makeup. Simple but meaningful experiences that aren’t often shown or talked about openly, especially in a public setting.

This work comes at a time when there’s more awareness around women’s wellbeing, but not enough understanding about their everyday experience. We placed the work across high-traffic office areas, reaching women in the middle of their routines, which is when they usually need comfort the most. No exaggeration, just honest, familiar relief.