LABELS AGAINST WOMEN

TitleLABELS AGAINST WOMEN
BrandP&G PHILIPPINES
Product / ServicePANTENE
CategoryA02. Fast Moving Consumer Goods
EntrantBBDO GUERRERO Makati City, THE PHILIPPINES
Entrant Company BBDO GUERRERO Makati City, THE PHILIPPINES
Advertising Agency BBDO GUERRERO Makati City, THE PHILIPPINES
Media Agency MEDIACOM PHILIPPINES Taguig, THE PHILIPPINES
Production Company FILMEX Makati City, THE PHILIPPINES

Credits

Name Company Position
David Guerrero BBDO Guerrero Chief Creative Officer/Copywriter
Dale Lopez BBDO Guerrero Executive Creative Director/Art Director
Cristina Tin Sanchez BBDO Guerrero Executive Creative Director/Copywriter
Donna Dimayuga BBDO Guerrero Creative Director/Copywriter
Lauren Lim BBDO Guerrero Copywriter
Isai Martinez BBDO Guerrero Art Director
Lizther Castaneda BBDO Guerrero Art Director
Francine Kahn/Gonzalez BBDO Guerrero Managing Director
Seshadri Sampath BBDO Singapore Regional Business Director
Karen Go BBDO Guerrero Group Account Director
Patricia Cui BBDO Guerrero Account Manager
Jing Abellera Just Add Water Agency Producer
Anj Dela Calzada Just Add Water Agency Producer
Cristina Buenaventura BBDO Guerrero Deputy Planning Director
Simon Cracknell Filmex Directors
Concon Limbo/Deray Filmex Executive Producer
Cata Agregado Filmex Executive Producer

Creative Execution

Pantene 'Labels against women' kicked off with an online video showing men and women doing the same thing, but with one glaring difference: the labels used to describe them. We partnered with the leading social news network called Rappler.com and initiated the first-ever Philippine study on gender bias. The alarming results were revealed in a press conference and shared in social networks to get people talking. This was followed by webisodes featuring high-profile women talking about gender issues and a new set of TV and online films of leading female celebrities coming forward to face the labels against them.

'Labels against women' gained 46 million Youtube views, making it the most watched video in the country's advertising history. Facebook COO Sheryl Sandberg called it ‘one of the most powerful videos I have ever seen.’ The local insight rang true for women all over the world and the campaign was featured by over 500 news outlets, made one billion impressions, and had 25 million USD earned media value. From 18 months of sales decline, value shares grew by 3% in just 8 weeks. An increase in brand equity was achieved: 90% more likely to buy; 83% love the brand more.

Pantene wanted to help women shine. But research showed a strong prejudice against women who are confident, assertive or career-driven. Unlike their male counterparts, they are seen and labeled unfairly. An assertive man is a boss, while an assertive woman is bossy. A career-driven man is dedicated, a career woman is selfish. What's worse, people have come to accept these biases. For Pantene to help women succeed, there was a need for a conversation about what stops them.

Links

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