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  • SUB CATEGORY :
    LOTUS ROOTS
  • COMPANY ENTERING :
    GREY TOKYO, TOKYO
  • TITLE :
    #PRIDEHAIR
  • BRAND :
    PANTENE
  • ADVERTISER :
    THE PROCTER & GAMBLE COMPANY
  • AGENCY :
    GREY TOKYO, TOKYO
  • EXECUTIVE CREATIVE DIRECTOR :
    MASANORI TAGAYA
  • CREATIVE DIRECTOR :
    JUN OGASAWARA/RYUMA KODAKA/YOICHI INAMURA
  • ART DIRECTOR :
    KEI TAKIMOTO/SHOTA ISHIKAWA/KATSUHIRO FUJIMOTO/TAKUYA TANAKA
  • COPYWRITER :
    MASANORI TAGAYA
  • AGENCY PRODUCER :
    DAIJIRO YAMAKAWA/YOSHIAKI SAITO
  • SENIOR ACCOUNT DIRECTOR :
    SAYAKA ADACHI
  • ACCOUNT EXECUTIVE :
    MELISSA LIM
  • STRATEGIC PLANNER :
    SATOMI NAGATA
  • EXECUTIVE PLANNING DIRECTOR :
    RUI NAGO
  • MEDIA AGENCY :
    TBWA\HAKUHODO INC., TOKYO
  • PR AGENCY :
    MATERIAL INC., TOKYO
  • PR DIRECTOR :
    MIKI ONUMA
  • PR STAFF :
    EMI OYAMA/NATSUKO NAGATA
  • EXECUTIVE STORYTELLER :
    WATARU SEKI
  • FILM PRODUCTION COMPANY :
    TYO DRIVE, TOKYO
  • DIRECTOR :
    FUTOSHI TAKASHIMA
  • CINEMATOGRAPHER :
    JIN ITO
  • GAFFER :
    SHUICHI KISHIMOTO
  • FILM PRODUCER :
    TADASHI UMAZUME/NATSUKI TSUDA
  • PRODUCTION MANAGER :
    WONKYEONG JANG
  • ART :
    ETSUKO AKIBA
  • HAIR & MAKE-UP :
    EITO FURUKUBO
  • STYLIST :
    JUNKO OKAMOTO
  • OFFLINE EDITOR :
    SACHI SASAKI
  • ONLINE EDITOR :
    YOSHIHIRO MIURA
  • COLORIST :
    NAOTAKA TAKAHASHI
  • DIT :
    SATOSHI IGARASHI
  • OTHER POST-PRODUCTION CREDITS :
    TAKAKI KATO
  • CULTURAL CONTEXT EXPLANATION :
    JOB-HUNTING IN JAPAN IS A UNIQUE PHENOMENON, DIFFERENT FROM ANYWHERE ELSE IN THE WORLD. MOST COMPANIES HIRE NEW GRADUATES AT A SPECIFIC TIMING EVERY YEAR; IF A NEW GRADUATE FAILS TO GET A JOB, THEY RISK HAVING TO COMPETE WITH THE NEXT BATCH OF NEW GRADUATES, WITH THE ADDED STAIN ON THEIR RECORD OF HAVING FAILED THE FIRST TIME. HENCE, MANY CHOOSE TO TAKE THE SAFER ROUTE, BY SUPPRESSING THEIR TRUE SELVES IN FAVOR OF COMPLYING WITH UNIFORMITY IN THEIR HAIR, CLOTHES, MAKEUP, AND RESUMES. #PRIDEHAIR IS A RAW INTERVIEW BY PANTENE WITH TWO TRANSGENDER EX-JOB-HUNTERS, WHO TELL US ABOUT THE ANXIETIES AND FEARS THEY FACED WHEN TRYING TO JOB HUNT AS THEIR TRUE SELVES. THEIR STORY NOT ONLY SHED LIGHT ON THE PLIGHT OF SEXUAL MINORITIES IN JAPAN, BUT ALSO TOUCHED AND INSPIRED ALL THOSE WHO HAVE GONE THROUGH THE JOB-HUNTING PROCESS WHILE STRUGGLING TO EXPRESS THEIR TRUE SELVES.
  • CAMPAIGN SUMMARY :
    “Male or Female, which should I do my job-hunting as?” – while most job-hunters worried about their career path, they had to worry about their gender. In the country where uniformity and conformity are considered virtues, the suffering of LGBTQ job-hunters was ignored by society. 87% of LGBTQ job-hunters hide their gender identity in job interviews, because 70% of them fear of discrimination and prejudice. For job hunters in general, a job interview is where they express themselves for their dream jobs, but for LGBTQ job hunters, it is where they have to hide their true selves. What can Pantene do to transform the society through hair? By featuring two transgender ex-job-hunters as role models, Pantene not only ignited social conversations around importance of diversity, but also created an opportunity for companies to become more LGBTQ friendly. The film introduces two transgender ex-job hunters, who called out to the next generation of job hunters, sharing their unimaginable struggles and the experiences they overcame that only they would know. These first-ever role model stories gave LGBTQ and even non-LGBTQ job hunters the courage and pride to express their true selves and let the hair stand out where blending in is the norm.
  • THE BRIEF :
    Japan is still lagging behind on the awareness of gender and sexual diversity. According to a survey, 70% of the LGBTQ+ job-hunters suffer that they “fear discrimination and harassment”, which led them to pretend to be somebody when they need to represent themselves well. Through hair, can Pantene bring changes to needing self-concealment in the job-hunting scene?
  • THE STRATEGY :
    IT’S PERSONAL STORIES, NOT DATA. – What can we do to make society care? We met two former job-hunters. One is a trans man who, after a year of wondering whether he should job-hunt as a man or a woman, did job-hunting as a woman with ponytail. The other was a trans woman who was true to her gender in job-hunting with her long hair. Their true stories would inspire both companies and next generation LGBTQ job-hunters.
  • THE EXECUTION :
    #PRIDEHAIR – A CALL OUT FROM TRANS EX-JOB HUNTERS AS NEVER-EXISTED ROLE MODELS. Pantene introduced two transgender ex-job hunters, who called out to the next generation of job hunters. Sharing their unimaginable struggles and the experiences they overcame that only they would know. These first-ever role model stories gave LGBTQ and even non-LGBTQ job hunters the courage and pride to express their true selves and let the hair stand out where blending in is the norm.
  • THE RESULT :
    #PrideHair film achieved over 20 million views just in 1 week from launch, receiving an overwhelmingly positive reaction (95% of the YouTube comments were positive). The impact goes beyond job seekers to hair salons nationwide responded to #PrideHair. Pantene launched “#PrideHair Salon” with an aim to increase LGBTQ-friendly hair salons, creating customer service guidelines and educated salons on LGBTQ awareness. So that now LGBTQ people from all over Japan are able to obtain a hairstyle that represents their true selves. More than 1,100 hair salons nationwide have joined in #PrideHair Salon project, and the number of salons is still increasing.