Braids of Pride
Pantene celebrates the Indigenous Muxes who have challenged gender binarism for centuries.
It has been about 45 years since the LGBTQ+ rights movement began in Mexico. Yet for over 500 years, a Zapotec community has challenged binary ideas of gender: the Muxes. They are neither man nor woman. And for them, braids are more than a hairstyle, they are a symbol of their identity.
My role: Insight, pitch the idea to the clients, interview the Muxes and write the scripts.
Results:
❦❧PR efforts reached approximately 30% of Mexico's population.
❦❧The campaign gained the attention of major publications in Mexico.
❦❧Search interest in Muxes in Mexico doubled in June 2023, when the campaign launched, as compared with the 5-year historical average.
Awards:
Finalist - Ciclope
Winner - ANA Multicultural Excellence Awards
Winner - Impulse LGBTIQ+ Awards 2023!
Shortlisted - D&AD Awards
Born with two hearts,
One to love and the other to be loved.
Hair goes beyond appearance.
It is a symbol of resistance.
