client: Pantene North America
duties: Creative Direction, Art Direction
In late December, Pantene Philippines released a short video called "Labels Against Women" that quickly became a viral success. To introduce the video to a larger North American audience, I worked directly with our partners to create a multi-platform awareness campaign under a new name - #ShineStrong.
For YouTube I worked with our Google team to create content to support our true-view and homepage masthead units, and collaborated creatively to create a multi-social tag board that aggregated the full #ShineStrong conversation in one place. This also served as the main submission hub for our #ShineStrong competition which allowed women to share their own stories to win exclusive access to a leadership conference. Our efforts led to a significant increase in views, netting over 44 million views to this day.