This film from Grey Tokyo for Procter & Gamble’s Pantene features an interview with two transgender former job hunters, helping to heighten awareness of the stress people from the LGBTQ+ community might be going through when seeking employment. Not only the normal stress that most applicants face during a job interview but a bigger question of whether to be “themselves.”
The #PrideHair project is the third installment of Pantene Japan’s “#HairWeGo: My Hair Moves Me Forward” campaign, encouraging everyone to express their true selves and to take the first step towards being who they really want to be.
Credits
Client P&G/Pantene Agency Grey Tokyo Masanori Tagaya, executive creative director; Jun Ogasawara, sr. creative director; Ryumja Kodaka, creative director; Yoichi Inamura, associate creative director; Kei Takimoto, sr. art director; Shota Ishikawa, art director; Katsuhiro Fujimoto, interactive art director; Takuya Tanaka, jr. art director; Masanori Tagaya, Yukika Anan, copywriters; Tatsuo Tamaru, designer. Daijiro Yamakawa, Yoshiaki Saito, producers. Production Company TYO drive Tadashi Umazume, Natsuki Tsuda, producers; Futoshi Takashima, director; Jin Ito, DP. Editorial Cutters Studios Sachi Sasaki, offline editor. Postproduction PPC Yoshihiro Miura, online editor. Color L’espace Vision Naotaka Takahashi, colorist.
To mark Prudential’s 150th anniversary, McCann New York is kicking off the new year welcoming Generation Beta with “The Beta Baby Bonus,” offering every baby born in the U.S. on January 1st $150, which could potentially grow to $100,000 when they retire. The work is also launching with a new study, in partnership with McCann’s Truth Central, called “Generation Beta: Redefining Life, Longevity, and Retirement”.
The study found that people predict this new generation will have vastly different lives than today, with 86% of people believing Generation Beta will have jobs that haven’t even been invented yet. Generation Beta is also predicted to live longer than those before them, and the study reveals optimism about a healthcare revolution that will transform their lives--with half of adults believing that cancer will be cured by Generation Beta. Crucially, when it comes to retirement, people see the value of starting early. Eighty percent of prospective Generation Beta parents agree that in an ideal world, parents would start saving for their child’s retirement from birth. In fact, the No. 1 regret among current and prospective parents is that they “didn’t save more for my retirement.”
The campaign launches with this “Generations” film--directed by Chris Smith via production house SMUGGLER--which interviews Boomers, Gen X, Millennials and Gen Z on what defines their generation. With every generation known for something, Generation Beta has many unique advantages as it begins to take shape.
Shayne Millington, chief creative officer, McCann New York, said, “It’s not every day a new generation is born. So we needed to made the most of a once-in-a-generation event. We’re beyond proud to be able to launch... Read More
