BRAIDS OF PRIDE
— muxes
Pantene celebrates the Indigenous Muxes who have challenged gender binarism for centuries.
THE PAST
In the indigenous Zapotec community, there are men, women, and Muxes. Over the past 500 years, they have faced rejection due to their gender identity and sexual orientation. Muxes are intertwined with the roots of Mexican culture, and their hair represents this ancestral story.
THE PRESENT
Pantene has created a program for financial education and job creation for muxes. The idea was to help muxes become educators themselves, enabling them to continue teaching their community across 47 regions, making this a sustainable and circular initiative.
THE FUTURE
Now, with more job opportunities and entrepreneurial skills, their future is set to sparkle brighter than ever.
+ 100 Muxes enrolled in the program
+ 22 opened a bank account for the first time
+ 46 have found a job
+ 17 small businesses were launched (and counting!)
+ Film "Braids of Pride": + 5MM views + 100% positive response across all social media platforms
Role // Art Director — Danielle Briffa
Creative Director — Arturo Macouzet
ACD, Copywriter — Bruna Castro
Director — Nicole Heiniger
VP, Executive Producer — Keira Rosenthal
Integrated Producer — Isabel Conte
Talent — Estrella Vázquez, Xaneri Damián,
Beth Sua de Gyvez Gallegos
Agency — GREY NY
Finalist
Ciclope International
Winner
ANA Multicultural Excellence Awards
Winner
Impulse LGBTIQ+ Awards
Shortlisted
D&AD Awards
