Pantene LA | QUince | 2022
THE ASK
Develop a Pride campaign that celebrates members of the LGBTQ+ community specific to Mexico but relevant to the rest of Latin America.
While Quinceañeras are a rite of passage for nearly 1 million Mexican girls each year – fit with Quinceañera hair, dresses, & familial celebration – Trans girls & women often come out later than 15 & don’t have supportive families to celebrate theirs.
THE INSIGHT
Give & capture the gift of a Quinceañera to a deserving Trans woman, Isa, inviting her family to support & celebrate.
THE IDEA
216MM Owned & Earned Impressions
20MM Reach of Film
8% Positive Sentiment
BRAND IMPACT
Cannes Lions (Shortlist)
ANA Multicultural (LGBTQ+)
AWARDS