Campaigns & Grey team up with Pantene for transgender awareness in the Philippines

Pantene.jpgThe Philippines is one of the most accepting countries when it comes to the diverse gender spectrum, but members of the LGBT still face discrimination. In a move to empower and show support for transgender people everywhere, global haircare giant Pantene recently released branded content in celebration of Transgender Awareness featuring international transgender beauty queen Kevin Balot.

"It's wonderful to see our clients use their powerful platform to push inclusivity," said Eugene Demata, chief creative officer of Campaigns and Grey.

Pantene 2.jpgPantene brand manager, Jan Ang, stated, "The brand's #StrongerNow campaign speaks to a broad audience by advocating turning struggles into strengths - regardless of gender."

For Ang, the feature on Balot highlights how personal difficulties that make us braver, tougher --- also make us more beautiful. "If you really listen," Ang added, "you will probably find Kevin's words comforting, helpful, and true for your own life's struggles."

The compelling video which was distributed online, is simple and heartfelt, which with its cast of real transgender youths, drew an overwhelming amount of positive feedback from LGBT communities and the general public.

Credits -
Creative: Eugene Demata, Rizzo Tangan, Mags Sandoval, Gella Gesultura, Ken Lim III
Accounts: Eres Aspi, Eunice de Leon, Zari Sabelita
Client: Shankar Ramachandran - APAC Hair Care Brand Director. Jan Ang - Brand Manager. Gab Chua - Assistant Brand Manager. 

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