Title | LABELS AGAINST WOMEN |
Brand | P&G PHILIPPINES |
Product / Service | PANTENE |
Category | I01. Integrated Multi-Platform Campaign |
Entrant | BBDO 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 |
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 |
Right after the launch, the film immediately gained traction, getting an endorsement from Facebook COO Sheryl Sandberg and becoming the most watched videos in the country’s entire advertising history. A press conference amplified the campaign by tapping female opinion leaders who came forward to talk about gender inequality. We continued to engage the audience online through social media posts, digital posters, and news articles. Radio spots and outdoor ads featured the labels used against women. Even the country’s leading female celebrities, Kris Aquino and Denise Laurel, came forward and – faced their labels in a TV spot and online film.
‘Labels Against Women’ received over one billion impressions –with international news programs devoting extended segments about the campaign. Although initially approached from a local standpoint, the campaign resonated globally. The film reached 46 million views, and gained 25 million USD earned media value. The brand saw its first significant gain in value share after over 8 months of continuous decline. Dramatic increase in brand equity was observed: 90% increase in likelihood to buy, and 83% increase in brand love. Pantene has re-energized itself as a brand that champions women with an idea that started a movement that just won’t stop.
On March 8, 2014, the United Nations used a piece of advertising to open the International Women’s Day Conference. The Pantene ‘Labels Against Women’ launch film showed men and women doing the same thing, but being labeled differently. This is how we started a conversation about gender bias. The brand wanted to help women shine. But research showed a prejudice against women who are too bold or assertive. So we talked about the issue in social media, online videos, news segments and articles. The campaign challenged the beauty category and the way shampoo ads are done. For the first time, Pantene did not show a product or a hair stunt – and instead tackled an important issue. To quote Wall Street Journal, “There’s not a bottle of shampoo in the whole Pantene commercial, but if the objective is to spread a message it seems to be working.”
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