KUALA LUMPUR, MALAYSIA – With the brief that girls are dropping out of sports twice the rate of boys at 14 years old, Grey Group took on gymnast Farah Ann Abdul Hadi and Olympic shooter Nur Suryani Mohd Taibi to tell their stories in their campaign ‘Braids of Strength’ for Pantene.
In celebration of the World Women’s Day, ‘Braids of Strength’ is the third installment of P&G’s #WanitaBesi campaign, which translates to #IronLady.
Farah Ann’s journey was told through the eyes of her sister: from the training she dedicates herself to surviving bullying and finally representing her country in international competitions.
“Farah Ann has faced career threatening injuries and nationwide online abuse–a world that wanted her to give up. It was her sister Katrina who convinced her to stay in sports.”
While Nur Suryani told how she braved facing her dream of being in the Olympic Games while being eight months pregnant. She opened how having a child was something she did not see coming, but ultimately gave her strength.
“At eight months, Nur Suryani became the most pregnant athlete to ever compete in the games. Seven-year-old Dayana now watches her mum practice every week.”
Throughout the films, the act of braiding the hair is used to symbolize the strength to stay in sports. The athletes’ stories also pivot to other women who have been their inspiration and supporter.
Watch the films below:
“At Pantene, we are rooted in the belief that strong is beautiful. For a woman, her hair is both a personal and a public matter; it is a big part of her confidence. Through Braids of Strength, Pantene wants to encourage more women to embrace the #WANITABESI spirit, pursue any sport of their choice and eliminate their worry of self-image,” said Anggia Pulungan, Haircare Commercial Director of P&G Malaysia.
“By showcasing the perfect way to braid their hair, women get the confidence boost they need to look good, and it positively helps them to perform in sports,” she added.
Further research commissioned by Pantene Malaysia revealed that, despite 87% of people believing that sports help build confidence, the perceived damage that heat and sweat cause to hair is a big barrier. This led to the team of researchers and scientists at Pantene to develop a uniquely engineered braiding technique to keep hair both strong and beautiful.
The ‘Braid of Strength’ reduces friction by immobilizing the hair strands, prevents tangling and reduces sweat.
Credits:
Grey Team
Executive Creative Director: Graham Drew
Creative Director: Andrew Fong
General Manager: Jo Yau
Copywriter: Brendan Low
Art Director: Sara Lai
Producer: Suzy Chiang
Brand Director: Daphne Wong
Account Executive: Vivian Khoo
Grey AMEA, Regional Director PR & Corp Comms: Huma Qureshi
Production Team: Think Tank Directors Sdn Bhd
Post Production: Glass Fin (KL)
Sound Production: Fuse Asia Sdn Bhd
