Shortlisted Cannes Lions

BACKGROUND & INSIGHT

In Mexican culture, families present their daughters to society as women, at the age of 15, with the traditional quinceañera party. There are over 1 million celebrations every year. But most trans women are never celebrated when they transition, no matter at what age. And with machismo running deep in culture, trans hate is at an all-time high in Mexico.

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IDEA & EXECUTION

We'll call out social injustice, by giving one trans woman – Isa Judha – the quinceañera celebration she never had, at the age of 44. 

Pantene threw Isa the quinceañera party she did not get to have at 15. We see Isa preparing for her party, doing her makeup, her dress, and her hair – one of the strongest expressions of her identity. She reflects on the years spent in the shadows – hiding who she is from everyone. A stark contrast to the confident woman we see today. She allowed us to document and join her celebration, as she sent a bold statement to the world, that EVERY woman deserves to be celebrated. No matter what, no matter when. We launched our powerful message on International Day of Trans Visibility, to inspire millions of trans people all over the world. 

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