| Title | LABELS AGAINST WOMEN |
| Brand | P&G PHILIPPINES |
| Product / Service | PANTENE |
| Category | B01. Internet Film |
| 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 |
| Cristina Buenaventura | BBDO Guerrero | Deputy Planning 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 |
| Simon Cracknell | Filmex | Director |
| Concon Limbo/Deray | Filmex | Executive Producer |
| Cata Agregado | Filmex | Executive Producer |
This ad shows the differences in society's gender perceptions. This was achieved by showing men and women doing the same thing but being labeled differently. For this message to come across strongly, there needed to be complete symmetry within the scenario as we moved from man to woman. The only difference: the labels used to describe them. For instance, a man taking charge in the boardroom was given the label “boss”, but his female counterpart was labeled “bossy”. The spot then continues to depict both genders in different scenarios: as working parents, while making an important speech, and so on. Although starting off serious and poignant in terms of mood and tone, the spot ends with a positive note and a call to action for women – inspiring them to overcome labels and shine boldly.