Braids of Pride
Pantene celebrates the Indigenous Muxes who have challenged gender binarism for centuries.
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THE PAST
In the indigenous Zapotec community, there are men, women, and Muxes. Over the past 500 years, they have faced rejection due to their gender identity and sexual orientation. Muxes are intertwined with the roots of Mexican culture, and their hair represents this ancestral story.
THE PRESENT
Pantene has created a program for financial education and job creation for muxes. The idea was to help muxes become educators themselves, enabling them to continue teaching their community across 47 regions, making this a sustainable and circular initiative.
THE FUTURE
Now, with more job opportunities and entrepreneurial skills, their future is set to sparkle brighter than ever.
+ 100 Muxes enrolled in the program
+ 22 opened a bank account for the first time
+ 46 have found a job
+ 17 small businesses were launched (and counting!)
+ Film "Braids of Pride": + 5MM views + 100% positive response across all social media platforms
______
Finalist - Ciclope
Winner - ANA Multicultural Excellence Awards
Shortlisted - D&AD Awards
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
Data Strategy: Sophia Bragaglia
Production Company: Fauna
Director & DoP: Nicole Heiniger/ Andreas Heiniger
Executive Producer: Carolina Guariento
Line Producer: Melinha Lobo
Set Designer: Estela Padilha
Camera Operator: Nico Mayer
Executive Producer: Ari Garza
Executive Producer: Andrea Diaz
Studio: La Fabrica Underground
Production agency: TOWNHOUSE
Chief Production Officer: James McPherson
VP, Executive Producer: Keira Rosenthal
Integrated Producer: Isabel Conte
Music Producer: Leland Drake & Beliansh Assefa
Business Manager: Timothy O’Shea
Braids of Pride
Pantene celebrates the Indigenous Muxes who have challenged gender binarism for centuries.
-THE PAST
In the indigenous Zapotec community, there are men, women, and Muxes. Over the past 500 years, they have faced rejection due to their gender identity and sexual orientation. Muxes are intertwined with the roots of Mexican culture, and their hair represents this ancestral story.
THE PRESENT
Pantene has created a program for financial education and job creation for muxes. The idea was to help muxes become educators themselves, enabling them to continue teaching their community across 47 regions, making this a sustainable and circular initiative.
THE FUTURE
Now, with more job opportunities and entrepreneurial skills, their future is set to sparkle brighter than ever.
+ 100 Muxes enrolled in the program
+ 22 opened a bank account for the first time
+ 46 have found a job
+ 17 small businesses were launched (and counting!)
+ Film "Braids of Pride": + 5MM views + 100% positive response across all social media platforms
______
Finalist - Ciclope
Winner - ANA Multicultural Excellence Awards
Shortlisted - D&AD Awards
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
Executive Producer: Carolina Guariento
Line Producer: Melinha Lobo
Set Designer: Estela Padilha
Camera Operator: Nico Mayer
Executive Producer: Ari Garza
Executive Producer: Andrea Diaz
Studio: La Fabrica Underground
Production agency: TOWNHOUSE
Chief Production Officer: James McPherson
VP, Executive Producer: Keira Rosenthal
Integrated Producer: Isabel Conte
Music Producer: Leland Drake & Beliansh Assefa
Business Manager: Timothy O’Shea