In a world where one in every five women experiences sexualized violence in her lifetime, and where homosexual and transgender individuals face violence at even higher rates, the importance of addressing this issue cannot be overstated. Despite these staggering statistics, sexual assault remains an underreported crime with few criminal consequences. Maison blanche, the Swiss fashion label founded by Yannik Zamboni, in collaboration with Jung von Matt LIMMAT, is taking a bold stand against sexualized violence with its latest collection, unveiled at New York Fashion Week. Aptly named “DNA,” this runway collection seeks to shed light on the crucial role of DNA evidence in sexual crimes while also empowering survivors and advocating for justice.

The Prevalence of Sexualized Violence
Sexual violence is an alarming, pervasive issue affecting millions of lives. Victims often suffer in silence, unable to report their experiences due to shame, fear of consequences, or concerns about the reactions of family, friends, and law enforcement. Even when reports are made, many cases do not lead to convictions, primarily due to insufficient evidence. One significant challenge is the failure to secure the DNA of the perpetrator, a critical piece of evidence that can be found on the victim’s clothing.

Empowering Survivors with “DNA” Collection
Maison blanche’s 2024 Runway Collection, “DNA,” addresses this problem head-on. The collection recognizes that washing clothes after a sexual assault can result in the loss of valuable DNA evidence. To combat this, all garments in the “DNA” collection come equipped with washing tags featuring a special warning: “Do not wash if you’ve just been sexually assaulted.” These “Tag Against Crime” provide information on how to secure as much DNA evidence as possible in the event of an assault, highlighting the importance of preserving evidence for a potential investigation.

Yannik Zamboni, the visionary founder of maison blanche, is spearheading this initiative. As the winner of Amazon Prime Video’s “Making the Cut,” he is no stranger to pushing boundaries in the fashion world. With “DNA,” he is taking the discourse on how society deals with sexualized violence to new heights. The collection’s visual aesthetics mirror the theme of DNA, with prints on the clothing drawing inspiration from the gel electrophoresis process, a technique used in DNA analysis. This unique collection made its debut at New York Fashion Week in the nightclub “The Box Soho.”

“The name of the current collection has a double meaning,” explains Yannik Zamboni. “On the one hand, the looks are a maximum expression of our DNA as a fashion label through their focus on deconstruction and abstraction, and the consistent reduction to the non-color white. On the other hand, we address the role of DNA evidence in the case of sexualized violence.” Zamboni’s commitment to creating awareness and challenging the taboo surrounding sexualized violence is at the core of this collection.

Empowering Voices and Advocating for Change
Sexualized violence is a subject close to Yannik Zamboni’s heart. The disheartening statistics reveal that only 9% of rapists are prosecuted, with a mere 3% serving time in prison. Shockingly, 97% of rapists walk free. Moreover, members of the LGBTIQA+ community are disproportionately affected by sexualized violence. Despite these grim figures, the topic remains a societal taboo. With “DNA,” maison blanche is not only educating the public but also addressing the stark reality that many perpetrators still evade justice.

Through this collection, Zamboni and his team are empowering individuals to raise their voices and fight against the injustice of sexualized violence. By doing so, they aim to recognize the power of our DNA in every respect, as it represents not only our genetic makeup but also our inherent capacity for change and advocacy.

This impactful campaign was developed in close collaboration with Jung von Matt LIMMAT and has garnered support from Swiss organizations “Women’s Shelters Switzerland and Liechtenstein” and the “Foundation against violence against women and children.” Together, they are taking a meaningful step towards raising awareness, supporting survivors, and advocating for a more just and compassionate society. Maison blanche’s “DNA” collection serves as a powerful reminder that fashion can be a platform for social change, and that by coming together, we can challenge the status quo and address the pressing issue of sexualized violence head-on.

Credits
Agency: Jung von Matt LIMMAT
Campaign: Tag Against Crime

This campaign is about:
Runway Collection “DNA”, Sexualized violence awareness, New York Fashion Week, Jung von Matt, Sexual violence statistics, Tags Against Crime, DNA preservation, LGBTQ+ community support, Tag Against Crime

Humility has always been deeply ingrained in the fabric of Tata Steel’s history. Hence, instead of highlighting how progressive Tata Steel is as a Company, the film – Raahi, conceptualized by Wunderman Thompson Kolkata – is purposefully set to a neutral corporate backdrop. It tells the story of an LGBTQIA+ individual, shunned by society but who is accepted by colleagues. The film signs off with the strong social message, ‘Acceptance can open doors’, encouraging us to open our minds – ‘#KholoMannKeDwaar’ – allowing the winds of change to air out our prejudices.

Lit up and shot beautifully by Happy Rabbit Films, the film encourages us to inculcate a sense of belonging in the workplace and make our LGBTQIA+ colleagues feel accepted, making them proud of us. It makes us stop for a moment and take cognizance of our biases, so we can work towards eliminating them.

Over the years, Tata Steel has been known for its spirit of pioneering, one that goes beyond just products and solutions. The Company’s history of many ‘firsts’ in human resources within the manufacturing sector includes 8-hour workdays, maternity leave, gratuity upon retirement, and a 5-day work week, amongst others.

To bring an exclusive focus on Diversity and Inclusion, Tata Steel launched MOSAIC in the year 2015. MOSAIC defines the path the Company has taken to build a people culture that both celebrates and encourages diversity and inclusion. It has a five-pillar approach that covers recruitment, sensitization, retention & development, infrastructure & celebration. The focus areas for MOSAIC are gender, persons with disability, affirmative action, and LGBTQIA+. Tata Steel has set a target of creating a 25% diverse workforce by 2025.

At its Noamundi iron mine, a 22-member all-woman team is already engaged in drilling, dumper and shovel operations across shifts. As an equal opportunity employer, Tata Steel respects individuals’ uniqueness and puts its best foot forward to shape the workspaces of tomorrow.

Having broken the glass ceiling time and again, Tata Steel has onboarded 97 transgender persons in various roles to date. Such initiatives further reinforce Tata Steel’s belief in strengthening the organization by embracing a variety of identities, thoughts, and perspectives. In 2019, Tata Steel also introduced a policy for LGBTQIA+ employees, urging them to enlist their partners with the Company to enable them to avail all HR benefits.

Following in the footsteps of Tata Steel, Tata Pravesh – a brand of steel doors and windows – has too endeavored to open the doors of the mind through its thought-provoking films for World Environment Day, Mother’s Day, Father’s Day, Independence Day, World AIDS Day and most recently, Women’s Day. Through these films, the brand attempts to change how we view the world around us. Tata Pravesh also felt that the inclusion of LGBTQIA+ persons within the workforce at Tata Steel would be revolutionary and merits being showcased to the world through a film. This initiative has been lauded not just because it is innovative. Still, it is also a progressive way for such employees to enter mainstream society, be embraced by all around them, and be made to feel a part of the more prominent corporate family.

Credits
Client: Tata Pravesh – A brand of Tata Steel
Campaign: Curating an inclusive workplace
Agency: Wunderman Thompson Kolkata

Did you know that 53% of LGBTQ2+ feel the need to hide their identity at work?
Let’s all become visible allies to the LGBTQ2+ community and create a more inclusive workplace for all.

“12 members of the LGBTQ2+ community from around the world – Joppe, Katy, Yaroslav, Charlie, Vivek, Angela, Eduardo, Strify, Camilla, Erika, Cathy and Silvano – tell their stories about what their hair means to their identity and the power of support from their colleagues to express their true selves in the workplace. Our support goes beyond giving the community a platform to share their stories; we partner with TheDressCodeProject & Out Leadership and local associations to provide tips and tricks for a more inclusive workplace, safe spaces, and job opportunities for the LGBTQ2+ community. Pantene’s ultimate mission is to create more allies for the LGBTQ+ community, provide safe spaces for those who do not have them and give more great hair days for everyone. Let’s all become visible allies.”

Credits
Client: Pantene
Campaign: #HairHasNoGender | Workplace: Re-imagined
Creative & production: Valtech Radon
DOP: Tommy Olsson
Stills: Sara Dehlin, Joel Ekström
Gaffer: Kent Kentää
Set designer: Matilda Beckman
Stylist: Evelina Ulvinen
Make up & hair: Johanna Nomiey

Tags: Hair Has No Gender, LGBT, LGBTQ2+, Digital Commercial, TV Commercial, LGBTQIA+, LGBT+

Worldpride Copenhagen 2021 – ‘About Time’ follows real LGBTI+ people in scenarios where restrictions truly affect the way we live.

The two directors of the film say:
“The reasoning for the comparison is that no one would argue after experiencing the lockdown, that it wasn’t damaging to mental health. This is an important message: we need to fight harder for the mental health of the LGBTI+ community.” –Jacob Matthiesen

Worldpride is taking place in Copenhagen 2021 this week with the campaign name #YouAreIncluded.
The film was created like the intent of the event – to make as many people included.

“In order to include as many as possible in the messaging we’ve tried to make people aware that they know what the LGBTI+ community is going through – way better than they think they do.”
Kavian Borhani

The entire cast in the film is LGBTI+ people and was cast to portray a realistic and not caricatured image of the community. They all had experiences with restrictions, who, like the title implies, think it’s ‘About time’ the restrictions are being lifted. The directors are Jacob Matthiesen, Art Director at Ogilvy Denmark, and Kavian Borhani, freelance photographer.

Credits
Campaign: About Time
Client: Worldpride Copenhagen 2021
Sound Designer: Nis Nørregaard
Music composer: 10dB/Anders Singh Vesterdahl
Editing: Comfort Oasis
Colourist: Mariam Latif v. Cameo Film
VFX: Comfort Oasis
Sound Editing: Comfort Oasis
DOP: Kavian Borhani
Speak: Dia Jovanovic
Art Director: Jacob Matthiesen
Produktionsleder: Frida Paus
MUA: Diana Moisa
Location: Anders Giversen
Location: Skabelonloftet
Drone: Bjarne Bredal

An advertising campaign launched in newspapers and out of home, scheduled for the last two weeks of June.

All the companies that chose to join the project Rainbow Brands created by Dentsu had the opportunity to be protagonists with their logos in different subjects and media formats.

The creative idea draws its strength from simplicity: a multi-brand rainbow, where each one is associated with a rainbow flag colour.

Thanks to the support of IGPDecaux, Urban Vision and VG Pubblicità, the campaign is out of home in Milan, with maxi-billboard formats in Piazzale Lodi and special positions inside the Cadorna Metro.

But most of all, it has been published in newspapers just below the news of the debate about Italy’s anti-homophobia law between government and Vatican’s with a perfect media placement.

Stefano Morelli, a chief creative officer of Dentsu, says about the initiative: “We are very proud of this campaign because it testifies to the deepest and most authentic sense that Pride tries to teach us: the praise of diversity. Large companies that share the market attention daily now share the same space is a powerful signal. When individualisms are put aside, and small differences are cancelled out, unthinkable goals can really be achieved. In a common victory. A rainbow in which diversity is the key ingredient of a shared message. Because sometimes all it takes is a simple idea and the desire to share a space to send out a great signal”.

Credits
Agency: Dentsu
Campaign: Rainbow Brands
Production: The Story Lab

Credits
Campaign: Eternal Pride
Advertising Agency: non.fungible.agency
Creative Director: André Pupo
Creative Technologist: André Pupo
Copywriter: Mari Queiroz
Copywriter: André Pupo
Art Director: André Pupo
Art Director: Mari Queiroz
Blockchain Strategist: André Pupo
Trend Forecaster: Mari Queiroz
Creative Planner: Mari Queiroz, André Pupo
Extra Video Footage: Videezy.com

Tags:
LGBT, LGBT Pride, Digital Campaign

So, they put out a message of unity to be shared with their community. Using 7,500 Post-it® Super Sticky Notes, they created a simple rainbow mural on a black Post-it® Super Sticky Note background reading “Stronger Together.” The mural was placed on a wall outside of famed music venue First Avenue; first made famous by Purple Rain, and now home to a newly minted star in honor of George Floyd.

Credits
Brand: Post-it
Advertising Agency: BBDO, Minneapolis, USA
Executive Creative Director: Tim Mattimore
Creative Director: Nathalia Resende
Design Director: Ian McAllister
Copywriter: Joanna Stubbins
Creative Technologist: Justin Mueller
Planning Director: Jessica Teigen
Account Executive: Nora Kubiaczyk
Production Company: Street Factory Media
Director: Mike Jones
Executive Producer: Greta Omann
Editorial: Drive Thru
Editor: Braden Doucette
Finish: Drive Thru
Color: Braden Doucette
Marketing Director: Heather Green, Global Business Director
Brand Manager: Addriennne Hovland, Global Portfolio Leader
Associate Brand Manager: Morris Goodwin, Michelle Seywerd

Tags:
Pride, 3M, Post-it Stronger Together, Outdoor Campaign, On ground Activation, Twin Cities Pride Festival, LGBT, LGBTQ+ Community

4 Queer Women On The Importance Of Tattoos

Meet Britain’s Most Inspiring Drag Troupe

In Praise Of The Queer Club Scene

Symone, A Black Drag Queen Finding Ways To Be Free

ABOUT BRITISH VOGUE
It is the world’s leading premium lifestyle and fashion entertainment channel. Weekly releases and brand new original programming including short films, series and in-depth documentaries, British Vogue’s channel is the ultimate destination for unprecedented access into the world of fashion, beauty and culture.

Tags:
LGBT, LGBTQIA+, LGBT community, The Pride Series, Drag Syndrome, LGBTQIA+ communities, Pride month, Digital Campaign, Advertisement, Lifestyle, Fashion

On IDAHOT 17 May, the International Day Against Homophobia, Transphobia & Biphobia, we’re calling on our customers and co-workers to make LGBT+ people feel at home everywhere, every day.

For many of us, a forced quarantine during 2020 has taught us how important our home is – a place where we can feel safe, where we can love and feel loved. But some risk being stigmatised, isolated and discriminated against in their living spaces. For the LGBT+ community, their four walls are not always what makes them feel at home and welcomed.

With the Be Someone’s Home campaign 2020, we want to recognise this reality and invite co-workers and customers to be a shelter for those who are discriminated against and struggle to find safety. We can be a safe space for our LGBT+ friends and colleagues; we can be their home.

Everyone should have the right to be themselves. Stand up against discrimination of LGBT+ persons on 17 May, and every day #BeSomeonesHome #IDAHOT.

Credits
Advertising Agency: We Are Social Milan, Italy
Executive Creative Director: Alessandro Sciarpelletti
Executive Creative Production Director: Daniele Piazza
Associate Creative Director: Paulo Gonzalez, Mattia Lacchini
Senior Art Director: Chiara Giannuzzi
Senior Creative: Camilla Vanzulli
Editor: Sergio Giussani
Creative: Lorenzo Canazza
Art Director: Giulia De Chirico
Group Account Director: Francesca Feller
Senior Account Director: Mirco Bertola
Account Manager: Leandro Iorio
Account Executive: Alessia Bloise
Head of Strategy: Bruno Tecci
Strategy Supervisor: Marta Prosperi
Creative Production Supervisor: Alberto Monti
Producer: Giulia Camera
Video Editor: Andrea Grieco, Diana Borinato

Tags:
IDAHOT 2020, International Day Against Homophobia, Transphobia, Biphobia, LGBT Community, LGBT Ads, LGBT Campaigns, We Are Social, Digital Film, TVC, IKEA Campaign, IKEA Be Someone’s Home

Young people and adults continue to suffer from discrimination after coming out. On coming out day, three young people narrate the before and after coming out and how they have had to deal with rejection of their family and friends. The Glo Tu Pride initiative, created by TBWA \ San Juan for MASGLO (a brand of nail polishes recently launched in Puerto Rico), seeks to raise awareness about this social problem and how acceptance can change a person’s life. Masglo invites everyone to paint their nails in rainbow colors on October 11 in support of the LGBTQ + community. To make it easier, MASGLO created a commemorative package for International Coming Out Day that bears the name of Glo Tu Pride, and includes the colors of the rainbow.

#glotupride #saldelcloset #masglopr #ComingOutDay

Credits
Advertising Agency: TBWA\ San Juan, San Juan, Puerto Rico

Tags:
LGBTQ+ Community, LGBT, LGBTQ Pride, MASGLO, National Coming Out Day, Digital Campaign

Credits
Advertising Agency: Joe Public United, South Africa
Campaign: Pride Of Africa Flag
Group Chief Creative Officer: Pepe Marais
Strategic Director: Mike dos Santos
Executive Creative Director: Simone Rossum
Creative Directors: Christo Krüger, Daryn Drake
Senior Designer: Emarie Gouws
Digital Designer: Andre Lopion
Animators: Andre Lopion, Gareth O’Callaghan, Jiri Miovsky, Maxene Booysen
Senior Copywriters: Jared Milne, Cameron Fraser
Business Unit Director: Emma Dougherty
Senior Consultant: Neela Bamberger
Photographers: Johan Venter, Mike Bets, Manuel Lopes, Tshepo Mogorosi
Videographers: Matt Bouch, O’Brien Manana / Soulfilter Productions

Tags:
Design, South Africa, Public Interest, NGO, Johannesburg Pride, Joe Public, LGBTQ+ME community, LGBT, Pride of Africa

The TBWA\HAKUHODO creative team was inspired by the fact that mixing all the colors of the rainbow creates black. A special dying technique was developed in which a fabric that would normally appear black reveals the full spectrum of the rainbow’s colors when stretched. Marking a world first, the United Black Fabric was born. A film was created starring players from the All Blacks, the New Zealand men’s national rugby team, and the Black Ferns, the New Zealand women’s national rugby team, to carry this important message about diversity and inclusion.

Credits
Brand: AIG Japan Holdings
Campaign: Pride Jersey
Advertising Agency: TBWA\HAKUHODO, Japan
Holding Company: Hakuhodo DY
Production Company: SAQRAI
Film Studio: Aoi Pro
Chief Creative Officer: Kazoo Sato
Senior Creative Director: Takahiro Hosoda
Creative Director: Shuhei Tsuji
Senior Art Director: Keisuke Shimizu
Art Director: Yosuke Sugioka
Designer: Kana Takarada
Copywriters: Peter Souter, Tomoko Kasugai
Activation Planner: Kei Tominaga
PR Planner: Hideyuki Kobayashi
Film Director (Making movie): Shinri Abe
Executive Planning Director: Masa Okazaki
Strategic Planning Director: Keita Kawakatsu
Strategic Planning Supervisor: Chigusa Ogasawara
Strategic Planner: Yoku Ishida
Senior Account Director: Kei Kaneko
Account Director: Tatsuya Horikoshi
Account Supervisors: Kasumi Shimada, Keisuke Egami, Mami Konisho
Costume Designer and Producer: Toshihiko Sakurai
Costume Director: Chika Sai
Producers: Keisuke Mizusako, Masahiro Kawaguchi
Director: Hisashi Eto
DoP: Justin Brown
Producer: Wataru Ito
Photographer: DYSK
Designer: Kazuya Yamazaki
Motion Graphic Designer: Shinnosuke Arima

Tags:
2019 ADC AWARDS, ADC Annual Awards, Innovation, Product Design, Creative Innovation, LGBT

Credits
Campaign: I disown my child
Advertising Agency: McCann Belgrade, Serbia
Media Agency: UM Belgrade
Digital Agency: Drive
Additional Credits: Andrea Mitić, Marija Vićić, Jelena Jazić, Emina Azizi, Tamara Vukadin, Aleksandar Milojević, Luka Ličina, Nikola Nikolić, Biljana Kolaković, Ana Kovačević
Copywriter: Jovana Milošević
Senior Designer: Sandra Milojević
Associate Creative Director: Lidija Milovanović
Executive Creative Director: Jana Savić Rastovac

Tags:
Print advertisement, McCann, Serbia, Da se zna, Public Interest, NGO, Print advertising, Creative Print Ads, Print campaign, Creative Advert, sexual orientation, classified ads, I disown my child

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The idea for the film originated in late 2003 when Corra read the news that the Massachusetts State Supreme Court mandated that same-sex marriage licenses would be issued as of May 17, 2004. “It was a big constitutional moment and a heated political battle had erupted. All eyes were on Massachusetts. I knew that the next six months would be fraught with political and personal drama,” explains the Director. “Events were unfolding so fast when we approached Robert Greenblatt, then head of Showtime. He green-lit the project immediately, and we hit the road for the Boston Statehouse. The rest is history.”

Corra says he wanted to make an intimate film that took the viewer up close and personal against the looming political backdrop of the struggle. “By the end of the story,” Corra adds, “you are so involved with the couples and their families and this explosion of weddings that you just fall in love with these people who love each other and just want to be married and have families. It’s an ecstatic moment for all.”

Audrey Roth, a former attorney and one of the film’s main subjects, was filmed with her then-partner Robin and their daughter Phoebe and understands the relevancy of their story today. “We find ourselves once again at a pivotal moment in civil rights in the United States, wondering whether or not our rights will be overturned,” she points out. “Our daughter is 19 now, and she is in the streets marching with her friends.”

For Audrey, collaborating with Director Henry Corra on this film was a “once-in-a-lifetime” opportunity. “Henry came into our home and filmed us, but it was just like talking to a friend,” she recalls. “He was so easy with his questions and what he was filming, that we didn’t even notice the camera was there most of the time.”

In addition to celebrating the re-release of Same Sex America this summer, filmmaker Henry Corra – best known for his unique brand of nonfiction “Living Cinema” – is currently working on yet another compelling new documentary project, “Unlocked,” which is somewhat of a follow-up to his HBO film George, made with and about his own autistic son. With “Unlocked,” Corra attempts to reach the supposedly unreachable, a group of severe autistics who are learning to speak their first words and connecting to the world in a way no one around them thought possible. “Unlocked” is a film about the journey of walking out of a prison into the bright sunlight.

Watch the “Unlocked” trailer

“Unlocked” is mid-way through production with plans for a 2020 release. Corra and his production company Corra Films, based in New York, have also recently collaborated with long-term client Mercedes on an MBUSA campaign (“Greatness Lives Here”), and are now working on a Street Smarts PSA campaign with METRO and the DC Department of Transportation.

About Henry Corra:
Henry Corra is an Emmy-nominated American Documentary Filmmaker best known for pioneering what he calls “Living Cinema.” Corra’s films have been exhibited worldwide in theatrical venues and broadcast and streaming outlets such as HBO, Showtime, LOGO, CBS, PBS, vH1, Arte, Channel 4, Netflix, iTunes, Hulu, Sundance and Fandor. His work has also been exhibited in the museum and cultural venues internationally including MoMA, the Louvre, the National Gallery of Art, the Pacific Film Archive and the Smithsonian Institute, and is on permanent collection at the Academy of Motion Picture Arts and Sciences. A Sundance and Tribeca Institute Fellow, he has also done episodic TV projects for broadcasters including MTV, VH1, Bravo, and the Sundance Channel. In addition to his film work, Corra has been singled out as one of the foremost Directors of Nonfiction Commercials and Advocacy Advertising in America with groundbreaking campaigns for clients including the American Cancer Society, NYC Health, Mercedes Benz USA, Jet Blue, Starbucks and Google.

Corra’s work is characterized by a deep and intense relationship with his subjects, his painterly eye, and his novelist sensibility. His first feature, the award-winning “Umbrellas” (PBS/Arte, 1995), shows the deep passions of the artists Christo and Jeanne-Claude on a world stage and the inherently dramatic and at times painful consequences of their work. With “George” (HBO, 2000), made with and about his autistic son, Corra created a unique cinematic language that dramatized their relationship and confronted preconceived notions of autism. “Same Sex America” (Showtime, 2005), captures a watershed moment in civil rights history through the eyes of seven gay couples trying to marry. “NY77: The Coolest Year in Hell” (VH1, 2007) was Emmy-nominated for “Outstanding Arts & Cultural Programming.” “Jack” (2009) is a road movie that’s a loving and poetic portrait of a full-blown alcoholic that challenges conventional ideas about addiction. “The Disappearance of McKinley Nolan” (short-listed for the Independent Spirit Award, 2010) follows the Nolan family from the cotton belt of Texas, to the battlegrounds of Vietnam, to the killing fields of Cambodia and unfolds as a mysterious fever dream. Corra’s latest genre-breaking work, “Farewell to Hollywood” (theatrical release, 2015), is a nonfiction fairytale about love, death, art, holding on and letting go.

About Corra Films:
The company was founded in 1994 by Filmmaker Henry Corra, a protégé of documentary pioneers the Maysles Brothers. Corra‘s work has inspired a generation of Nonfiction Filmmakers. Under his direction, they are a passionate ensemble of New York’s most innovative talent. Their films are seen by millions around the world: in theaters, on television, streaming video, and across the web. They provoke profound engagement and dialogue. They make groundbreaking and award-winning nonfiction features. They help the top global brands define themselves with real people, TV commercials and digital content. And they lead the charge on the most urgent advocacy campaigns. And, always, they help powerfully unique individuals leave lasting and timeless legacies. www.corrafilms.com

Don’t Hate Me Because I’m BeautifuLGBTQ+ | #BeautifuLGBTQ+

As a brand once known for a particular kind of “beautiful hair,” Pantene is tackling conventional stereotypes with “Don’t Hate Me Because I’m BeautifuLGBTQ,” a new message that’s part of their recently launched “Power To Transform” campaign. Created in partnership with GLAAD, the campaign takes the brand’s ubiquitous line from its famous 1986 advertisement to redefine what ‘beautiful’ looks like in today’s world by featuring a range of people within the LGBTQ+ community and their own unique stories of transformation.

“For many in the community, hair plays a pivotal role in their “transformation moment,” said Ilaira Resta, Vice President, North America Hair Care, Procter & Gamble. “In fact, from our research we found that 60 percent of LGBTQ+ persons change their hair when they have a life or identity change. So, whether that means getting a major chop or growing out your locks to defy societal norms, or embracing hair that bends the gender binary entirely – Hair is an impactful visual cue of transformation, and this new campaign from Pantene aims to show the beauty of all transformations and of all people.”

Each person featured represents their own transformation and unique sense of self-expression, with three stories being featured in separate supporting campaign videos. One video shares the story of Pooya, a transgender woman from Iran who was once jailed for having hair that was considered too long. “I want to be there for people in a way that I didn’t experience when I was younger, and let them know that there is nothing wrong with them,” Pooya states in the video after joining the initiative in hopes that her story would enable others to see their place in the world and envision the transformations they are capable of.

In addition to being WorldPride sponsors, the launch of “Don’t Hate Me Because I’m BeautifuLGBTQ+” also comes with the announcement of Pantene’s partnership with GLAAD, which will continue to uplift members of the LGBTQ+ community by celebrating inclusion, representation and freedom of expression. This furthered commitment follows recent global Pantene campaigns in the Philippines and the U.K. which celebrate and showcase transgender beauty and the stories of that community.

“Pantene has raised the bar for authentic inclusion by shining the spotlight on a diverse group of LGBTQ people in this powerful new campaign,” said GLAAD President and CEO Sarah Kate Ellis. “Hearing these LGBTQ individuals speak about their identities as well as their drive to be their true selves will empower other LGBTQ people and remind us all what true beauty is all about.”

In April, Pantene launched its new “Power to Transform” campaign which recognizes, celebrates and gives visibility to those who transform their lives and the world around them every single day. As a result, the brand has committed to telling stories of transformation that defy bias, celebrate personal expression and show a more inclusive world.

Pantene wants every head of hair held high with Pride, and encourages the LGBTQ+ community and its allies to express their authentic selves and share their own transformations to show the world all they are capable of and just what “beautiful” looks like. Join in the conversation by using #BeautifuLGBTQ, and learn more about what Pantene is doing at www.pantene.com/en-us/pride.

Credits
Advertiser: Pantene
Spot Title: Don’t Hate Me Because I’m #BeautifuLGBTQ+
Agency: Grey New York

Creative – Grey NY
Chief Creative Officer: Rodrigo Jatene
Creative Director: Arturo Macouzet
Assistant Creative Director: Bryan Burns
Senior Art Director: Emily Pracher

Account – Grey NY
EVP, Global Account Director: Anjali Jain
SVP, Account Director: Kate Bernhardt
Account Supervisor: Payton Brown

Strategy – Grey NY
Global Strategy Director: Julia Perissinoto
Director of Social Media: Kenny Gold
Senior Content Architect: Finn Leslie
Senior Content Architect: Andrew Pattee

Project Management – Grey NY
Project Manager: Morgan Marc

Production – Townhouse NY
Executive Producer: Keira Rosenthal
Senior Print Producer: Don Lagas
VP Casting: Nina Pratt
Associate Casting Director: Brian Safuto
VP Talent: Natasha Howell
Business Manager: Beverly Beach

Partner Agencies
MMK
Carat

Tags:
Pantene, Grey, Don’t Hate Me Because I’m BeautifuLGBTQ+, LGBT, Gay Pride, LGBTQ+, LGBT Campaigns, Best Tv Commercials, Inspiring Short Films, Best Commercial Ads, Best TV Ads, Procter & Gamble, GLAAD, Transgender, #BeautifuLGBTQ+, #BeautifuLGBTQ