Cleaning has no gender
Creative idea
For 30 years, Romania’s official labor registry classified occupational code 911201 exclusively as “femeie de serviciu” (cleaning lady), embedding structural gender bias into law. Vileda transformed the daily swipe of a cleaning sponge into a social movement to wipe away bureaucratic discrimination. Partnering with NGO Asociația Anais, Vileda sent physical sponges to equality advocates, inviting them to erase “lady” and replace it with “person.” Supported by interviews with male and female cleaners and an online petition, the campaign proved cleaning has no gender—turning a household utility into a catalyst for national legislative change.
Brand name: Vileda
Advertiser / client: Interstar
Product / service: House cleaning products
Campaign name: Cleaning has no gender
Agency network: OGILVY
Agency: Ogilvy Bucharest
Media agency: Mediacom Romania
Digital agency: -
Additional company: -
Production company: The Candy Shop
Agency chief executive officer: Manuela Necula
Chief creative officer: Albert Nica
Executive creative director: Adrian Diac
Creative director: -
Art director: Bogdan Anghel
Copywriter: Diana Mitrica
Designer: Oana Bechir
Account director (agency): Dana Caraus
Client account director: -
Media director: Georgiana Stanescu
Managing director: Raluca Marin
Strategic planner / strategist: Ioana Traistaru
Senior planner: Bianca Troncea
Pr director: Ana Sisu
Photographer: -
Illustrator: -
Film production: The Candy Shop
Director: -
Director of photography: -
Music: -
Screenwriter: -
Agency producer: Cristian Serban
Post production: -
Post production producer: -
Digital production: -
Digital strategist: -
Digital creative: -
Event production: -
Additional company: Daniela Plăcintaru – Strategic Marketing Manager, Interstar
Nicoleta Preda – Group Category Manager, Interstar
Mihaela Mangu - Project manager/co-founder, Anais Association
Carmen Nemeș - President, Anais Association
Andreea Dobrescu - Media Strategist, WPP Media
Cristina Tudose – Social Media Manager, Ogilvy
Lidia Albu - Social Media Director, Ogilvy
Ana Neculaes – Senior PR Manager
