When a kid wants to wear the same thing to school every day, there's always a reason. And that reason is rarely something easy to put into words. Is it comfort? Security? A desire to stand out—or hide in plain sight? You'll find these questions spinning through your head as you try to unravel this touching ad from Globe Telecom in the Philippines, where the brand officially partnered with Rogue One: A Star Wars Story for a campaign called #CreateCourage. The ad tells the story of a child going to school each day in a stormtrooper helmet, often escorted by a supportive older brother. But of course, I don't want to spoil the reveal, so give it a watch:
BALI, Indonesia—In a week when gender issues were once again roiling the advertising world, Merlee Jayme, a longtime Saatchi & Saatchi Philippines exec who opened her own celebrated agency, JaymeSyfu, a decade ago, arrived here in Bali to chair the Direct jury for the Clio Awards.
As clients and agencies increasingly look overseas to Asia for growth opportunities, smaller and midsize outfits like kbs+ are setting up offices in China, Singapore an
Japanese natural cosmetics brand Shokubutsu Hana and TBWA\SMP have floated an unconventional idea in the Philippines to help clean Manila's grievously polluted Pasig River—an 88-foot-long billboard made of vetiver, a grass that absorbs deadly toxins. Vetiver is often used to treat waste water and landfills, and the billboard can cleanse up to 8,000 gallons a day.
In December, a powerful Pantene Philippines ad went viral, with each scene depicting a gender double standard. The goal was to address labels in the workplace, and the campaign has been running strong ever since. In the Philippines, where patriarchy is still certainly the norm, Pantene is using social media to continue to challenge the status quo. The Facebook page hardly looks like most brand pages. There's less product display than you'd expect from a personal care brand, and there are plenty of photos addressing roles and gender bias, all with the hashtag #whipit. Some display surprising statistics about women in the workplace and society—many of them suggesting women are accepting of the inequality—with a simple piece of copy underneath: "Together we can overcome bias." Pantene is also posting photos directly related to the December spot about labels. Each photo shows a negative word often aimed at women—some in English, some in Tagalog, varying from "whiny" to "weak" to "attention whore"—with a caption ending in "Don't let labels hold you back."
If you had a modest budget of $25,000 to create a promotional clip for a feature film, how would you spend it? Unless you're viral video director Casey Neistat, it probably wouldn't occur to you to donate it all to the Philippines.
Pantene Philippines has launched a powerful campaign pointing out how identical behavior often earns men and women different labels in the workplace.