Pantene knew that a woman’s hair was a secret weapon in helping her shine strong.
However, we discovered one powerful insight that consistently held women back – that men and women could do the exact same thing, but be judged for it completely differently. We created a film about this insight intended just for the Philippine market. It was later picked up by Sheryl Sandberg and things just went ape shit from there, with news outlets from around the world giving it press coverage.
It won a Philippine-first (and my personal first) Cannes Lion in the Cyber category.
“This is one of the most powerful videos I have ever seen illustrating how when women and men do the same things, they are seen in completely different ways. Really worth watching.”
