ANTHEM
- film
A film inspired by the real people of Latin America who are wearing their hair the way they want, without following anyone’s expectations or confirming to society's beauty norms. This anthem spotlights the hair bias happening in culture and counter positions Pantene as a brand that defends ALL types of hair.
TRANSLATION —
I’ve never seen hair that big.
Who does she think she is?
What is she doing here?
Why doesn’t she just dye it?
She looks old. She gave up.
She doesn’t take care of herself.
Men aren’t supposed to have long hair.
So unprofessional.
Her hair is so strange.
Why would she have that haircut?
When society talks, Pantene hair responds. Because it doesn’t play it straight. It can defy old standards. It can go outside the box. And remind you of how much you’ve grown. It doesn’t need to cover up what grows naturally. And it reflects how far you’ve come. It can make you love standing out from the crowd. And helps you live at full volume.Because when your hair is the hair you want it to be. It always has something to say. Even when society says otherwise. So whatever your hair says. Pantene will help you say it proud. Because Pantene hair says it all.
CREDITS —
Role // Art Director — Danielle Briffa
Creative Director — Arturo Macouzet
Copywriter — Luiza Justus
Director — Nicole Heiniger
DOP — Andreas Heiniger
Production AD — Estela Padilha
Hair Stylist — Nacho Fagalde
Casting — Sonny Domingos
Producer — Lauren Gordon
Agency — GREY NY
HAIR STORIES —
Society seems to have a lot to say when it comes to hair. So here’s to those who are talking back. It’s time to turn heads because hair is part of our identity, of who we are, where we come from, how you present yourself to the world — that there is no way it can be a silent part of you. No, your hair speaks volumes. But not for you. It speaks with you. As a part of your narrative, of the story you want to tell.
