Hair has no gender, but it is an undeniable tool in expressing gender identity for many people. We spoke with amazing members of the LGBT community and asked them - if your hair had a voice, what would it say?
The series of posts were published across all the channels of Pantene Latin America as a continuation of the brand's support for the queer community during Pride.
< My role: write-up and help pitch the idea * assist with editing based on the real interviews with the talent * create a version in Portuguese, using the same images used for the rest of Latin America * posts copy *
@gamagram.mx - Gama Peralta
@brau.luna - Braulio Luna
@guie_yaase - Joahana Hernández
@hey_victor_hugo Victor Hugo
@cejas_del_mal_ - Carmen Serratos
@angelbrettt - Angel Brett
@alecastanneda_ - Ale Castañeda
@blinblinmalo - Blin Blin
@wunsche_official - Alexandra Wunsche
Creative Director: Arturo Macouzet
ACD, Copywriter: Bruna Castro
Art Director: Danielle Briffa
EVP, Account Director: Kate Bernhardt
VP, Account Director: Stephanie Zapata
Account Supervisor: Lili Baz
Project Manager: Claudia Fuenmayor
Director: Borja Conde (@borjavconde)
Hairstyle: @interdimensionallife
Nails: @zai.vega
Makeup artistis: @adrianglezc @bellezade_cantina
Sound: @helioncomanche
Stylist: @ruthbuendiap @ceidi.alcala
Agency: @newiconmodels
Booker: @mariavidel @thepabloanton
Production agency: TOWNHOUSE
Chief Production Officer: James McPherson
VP, Executive Producer: Keira Rosenthal
Music Producer: Kelvin Beato
Pantene Mexico wanted to celebrate Pride. The challenge remains the same: to find a culturally relevant insight that simultaneously shows a clear role for the brand.
Insight: to celebrate Muxe's story through the lens of the hair.
Who are the muxes?
Not a man, not a woman: muxes are also known as the third gender* from the Istmo de Tehuantepec, Oaxaca, Mexico. They have resisted binarism for more than 500 years, yet many Mexicans aren't aware of their existence. Not even our clients knew about them, which confirmed we were on the right path.
The role of hair in their culture
For muxes, hair is more than hair. The way they braid it has several meanings. The way they position the flowers or the colors of the ribbon - everything has a reason why. Their hair carries ancestral rituals and secrets.
Muxes show us that diversity is not a "new conversation." Sexual diversity has existed forever.
*If you Google "muxes," you'll see The Guardian, NY Times, etc., calling them the "third gender." But if they are the third gender, who's the first? And the second? This was another takeaway from working on this campaign alongside the muxes.
Muxe es una trenza impossible de deshacer. Muxes are a braid that is impossible to undo.
Thanks to Beth Sua, Estrella Vazquez, Lukas Avendaño, and Xaneri Damián, with whom I had the pleasure of learning so much.
Huge thanks to Beth Sua, Estrella Vazquez, Lukas Avendaño and Xaneri Damián, who I had the pleasure to learn so much with.
Talent:
Estrella Vázquez, Xaneri Damián, Beth Sua de Gyvez Gallegos
Voice:
Lukas Avendaño
Global Creative Director:
Arturo Macouzet
ACD, Copywriter:
Bruna Castro
Art Director:
Danielle Briffa
EVP, Account Director:
Kate Bernhardt
VP, Account Director:
Stephanie Zapata
Account Supervisor:
Lili Baz
Project Manager:
Claudia Fuenmayor
Planning Director:
Megan Foley-Smith
Senior Planner:
Michaela Kerrigan
Data Strategy Director:
Daniel Avon
Director: Borja Conde (@borjavconde)
Hairstyle: @interdimensionallife
Nails: @zai.vega
Makeup artistis: @adrianglezc @bellezade_cantina
Sound: @helioncomanche
Stylist: @ruthbuendiap @ceidi.alcala
Agency: @newiconmodels
Booker: @mariavidel @thepabloanton
Production agency: TOWNHOUSE
Chief Production Officer: James McPherson
VP, Executive Producer: Keira Rosenthal
Music Producer: Kelvin Beato