Pantene: LABELS AGAINST WOMEN

Credits & Description:

Social Media URL https://www.facebook.com/media/set/?set=a.723015071055807.1073741832.147148348642485&type=3
Video URL https://www.youtube.com/watch?v=kOjNcZvwjxI
Type of entry: Web Campaign
Category: Cosmetics, Beauty & Toiletries
Advertiser: P&G PHILIPPINES
Product/Service: PANTENE
Agency: BBDO GUERRERO Makati City, THE PHILIPPINES

Client: P&G PHILIPPINES
Product: PANTENE
Entrant: BBDO GUERRERO Makati City, THE PHILIPPINES
Type of Entry: Web Campaign
Category: Cosmetics, Beauty & Toiletries
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

Chief Creative Officer/Copywriter: David Guerrero (BBDO Guerrero)
Executive Creative Director/Art Director: Dale Lopez (BBDO Guerrero)
Executive Creative Director/Writer: Cristina Tin Sanchez (BBDO Guerrero)
Creative Director/Writer: Donna Dimayuga (BBDO Guerrero)
Copywriter: Lauren Lim (BBDO Guerrero)
Art Director: Isai Martinez (BBDO Guerrero)
Art Director: Liz Castaneda (BBDO Guerrero)
Group Account Director: Karen Go (BBDO Guerrero)
Account Manager: Patricia Cui (BBDO Guerrero)
Regional Business Director: Seshadri Sampath (BBDO Singapore)
Executive Producer: Cata Areglado (Filmex)
Executive Producer: Concon Limbo/Deray (Filmex)
Director: Simon Cracknell (Freelance)
Deputy Planning Director: Cristina Buenaventura (BBDO Guerrero)
Broadcast Producer: Jing Abellera (Just Add Water)
Broadcast Producer: Anj Dela Calzada (Just Add Water)
Managing Director: Francine Kahn Gonzalez (BBDO Guerrero)

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 a social news network called Rappler.com and initiated the first-ever Philippine study on gender bias. The alarming results were revealed in the most popular social networks to get

people talking. This was followed by webisodes featuring high-profile women talking about the issue and a new set of videos on female celebrities coming forward to face the labels against them.


'Labels against women' gained 46 million Youtube views within five months, making it the most watched video in Philippine advertising history.Facebook COO/author Sheryl Sandberg called it ‘one of the most powerful videos I have ever seen.’ The local insight rang true for women world wide and over 500 news outlets and blogs featured the campaign, made one billion impressions and had 25 million USD earned media value. Overwhelming business results: from 18 months of continuous sales decline, value shares grew by 3% just 8 weeks after launch. Brand equity increased: 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.