Pantene Malaysia has launched its new campaign #WANITABESI, in collaboration with Grey Malaysia and Think Tank Directors, in a bid to create a new meaning to the phrase Wanita Besi (Iron Lady) which is traditionally used to insult "unfeminine" women.
#WANITABESI marks the latest chapter in Pantene's "Strong is Beautiful" message. Featuring Malaysian singer and songwriter Yuna, health and fitness star Linora Low and former Malaysian national diver Adeline Chin, the campaign draws inspiration from real-life events among cast members, showing how they each triumphed over adversity. This is also the first time Pantene has used a celebrity ambassador who wears a hijab.
The film's soundtrack is formed using the nursery rhyme "Bangun Pagi", which was given a unique twist and features a re-written final verse that transforms it from a child's song to an anthem of strength.
"Pantene has always championed the inner strength of women across the world and I am proud to unveil #WANITABESI a uniquely Malaysian expression of our belief of 'Strong Is Beautiful' that every woman has the strength inside to be the very best that they can be," May Teoh, GM, Procter & Gamble, said.
Teoh also described Yuna to be the epitome of contemporary #WANITABESI, a testimony of strong women who rise above society expectations, resonates with today’s generation of aspiring woman, proving once and for all that strong is always beautiful.
“It is a fact that every year thousands of girls cast aside their passions under the weight of peer pressure. Phrases such as ‘Wanita Besi’ are used negatively in the schools, sports fields and across social media, forcing us to doubt ourselves and give up on our dreams," Yuna said. As such, it is time to "flip the script", she said.
Check out the spot here:
Client: Procter & Gamble
Agency: Grey Malaysia
Executive creative director: Graham Drew
Creative group head: Andrew Fong
General manager: Jo Yau
Copywriter: Brendon Low
Art director: Sandy Ng
Producer: Suzy Chiang
Group brand director: Sharon Rodrigues
Account executive: Audrey Chua
Regional director, PR and corporate communications, AMEA: Huma Qureshi
Production team: Think Tank Directors
Post production: VHQ Post (KL)
Sound production: Fuse Asia