LABELS AGAINST WOMEN

Short List
TitleLABELS AGAINST WOMEN
ClientP&G PHILIPPINES
Product / ServicePANTENE
CategoryB01. Internet Film
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

Brief Explanation

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.

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
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
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