DOVE "MY HAIR, MY SAY" INDONESIA

TitleDOVE "MY HAIR, MY SAY" INDONESIA
BrandDOVE
Product / ServiceDOVE HAIR
CategoryA01. Fast Moving Consumer Goods
EntrantUNILEVER ASIA Singapore, SINGAPORE
Idea Creation UNILEVER ASIA Singapore, SINGAPORE
Idea Creation 2 VIRTUE Singapore, SINGAPORE
Production BULLET Bangkok, THAILAND
Post Production THE QUIET LAB Singapore, SINGAPORE

Credits

Name Company Position
Bobby Sangalang Unilever Asia Private Limited Senior Global Brand Manager - Dove Hair
Jopa Malantic Unilever Asia Private Limited Global Brand Director - Dove Hair
Fangyi Leong Unilever Asia Private Limited Global Brand Manager - Dove Hair
Dini Lestari Vice Virtue Creative

Write a short summary of what happens in the film

Wearing a hijab is an important decision in an Indonesian woman's life. The transition that one undergoes while wearing it for the first time is a deeply transformational and equally uncertain one. The film features the stories of women who have gone through this experience and shares the emotions they went through during the entire process in a raw, unfiltered way. They tell us about how they felt about covering their hair for the first time - an unnerving experience for a country that treats hair as a crown - and what their hair means for them now that it's covered. Ultimately, we discover that hair takes on new importance for them once it's under a hijab. It becomes more special, more personal, deserving of utmost care.

Cultural / Context information for the jury

A hijab is a veil worn by Muslim women in the presence of any male outside of their immediate family, which usually covers the head and hair - often to conform to Islamic standards of modesty to maintain privacy from unrelated males. Even though a huge majority of Indonesian women wear hijabs (around 70%), the conversation around hair and hijab is often not discussed - definitely not on mainstream media - due to its sensitivity. This campaign aimed at being the first to open that conversation on a wide scale. We wanted to be the first to openly discuss the emotional transition of wearing a hijab for the first time and the evolving relationship of hijab-wearers with their hair - one that deepens and gives hair even more importance as the crown of Indonesian women's hair even under a hijab.

Links
Video URL