Campaign Spotlight

Campaign Spotlight: Pantene celebrates transgender visibility in Latin America

NEW YORK, USA – Marking International Transgender Day of Visibility, Pantene released a documentary-style short film chronicling the Quinceañera of a transgender woman, Isa, denied one as a teenager. Longtime agency Grey New York created the campaign.

Against great odds (see stats), from job discrimination to systemic violence, transgender women have made significant progress in Latin America, holding elective office and as business leaders.

People begin understanding their gender identity as early as three years old. But many transgender people don’t know or share this about their gender until later in life due to safety and issues of cultural acceptance.


“It doesn’t matter when or at what age someone knows who they are, whether at 15 or 44. Whenever they feel comfortable being themselves and sharing that truth is a moment to celebrate,” said Martina Brubacher, Director of Communications for Pantene for Latin America, “As a brand, we know the power of hair and how it can be a statement for expressing one’s true self, so it’s important for us to feature stories like Isa’s, a transgender woman who celebrates her journey.”

The Quinceañera is a dream come true for many Latina girls as they turn fifteen. But this rite of passage to womanhood, celebrated by family and community, has often excluded transgender women from this cultural milestone.

Pantene has partnered with Isa, a transgender woman in her forties, to give her the Quinceañera she never had. The film tells her poignant story and follows her preparations leading up to and including the day with her friends and family.

“For all the times I had to hide my identity and deny my existence – today I say, I am here. I am Isa,” said Isa.

The integrated digitally-led campaign includes online video, social media, influencers, and public relations. The brand once again worked with GLAAD, which accelerates the acceptance and inclusion of LGBTQIA+ people by sharing stories and accessing all forms of media to uplift members of the community.

“The team chose to launch this film on International Day of Trans Visibility – to inspire every young transgender person. Anything is possible; happiness and acceptance is something everyone deserves,” said Javier Bonilla, Executive Creative Director at Grey.

Please see statistics on the challenges transgender people face:

  1. Since Statista started collecting data, 2021 is the year with the highest number of deaths of transgender and gender-diverse people, with 375 murders recorded between October 1, 2020, and September 30, 2021. Most of the murders took place in Brazil (125), Mexico (65), Honduras (53), and the United States (53).
  2. According to the data reported by Sin Violencia LGBTI, between the years 2014 and 2020, 1403 people from the LGBTI community were murdered for reasons related to prejudice against their sexual orientation or gender identity.
  3. 94% of the transgender population In Brazil reports suffering some form of violence motivated by discrimination due to their gender identity
  4. 175 transgender people were murdered in Brazil in 2020, 41% more than in 2019 (the country leads the ranking of murders of trans people in the world)


1. Roa, M. M. (2021, November 18). Infografía: Los países con más asesinatos de personas trans. Statista Infografías. Retrieved March 30, 2022, from https://es.statista.com/grafico/23552/personas-trans-y-genero-diversas-asesinadas-y- paises-con-mas-victimas/

2.3.4 Sin Violencia LGBTI. “Des-Cifrando La Violencia En Tiempos De Cuarentena.” Sin Violencia LGBT, June 2021, https://sinviolencia.lgbt/des-cifrando-la-violencia-en- tiempos-de-cuarentena/.


Advertiser: Procter & Gamble
Brand: Pantene
First Air Date: March 31, 2022

Creative Agency: Grey
Chief Creative Officer: Justine Armour
Executive Creative Director: Javier Bonilla
Global Creative Director: Arturo Macouzet
ACD Copywriter: Bryan Burns
ACD Art Director: Emily Pracher
Global Client Leader for P&G, WPP: Debby Reiner
SVP Account Director: Sara Jett
VP Account Director: Stephanie Zapata
Senior Account Executive: Lili Rodriguez-Baz
Planning Director: Mariana Quintanilha
Planning Director: Lauren Friezo
Planner: Michaela Kerrigan

Production Agency: Townhouse
Chief Production Officer: James McPherson
VP Director of Integrated Production: Kim Kietz
VP Executive Producer: Keira Rosenthal
VP Integrated Producer: Lauren Gordon
Senior Music Producer: Leland Drake
Associate Music Producer: Beliansh Assefa
Business Manager: Timothy O’Shea
VP Head Of Talent: Natasha Howell

Production: Fauna
Director & Co-DoP: Nicole Heiniger
Camera Operator & Co-DoP: Nico Mayer
Executive Producer: Grazi Nadruz
Line Producer: Melinha Lobo
Set Designer: Estela Padilha

Local Production: HOME
Executive Producer: Ari Garza
Head of Production: Carlos Vargas
Producer: Erika Sol Lopez
1st Assistant Director: Mario Solan
Set Decorator: Andres Lessing
Make-up Artist: Vicente Montoya
Wardrobe Stylist: Juan Ignacio Chialvo
Talent Coordinator: JC Casting

Post Production: Gramercy Park Studios
Managing Director: Lauren Kulchinsky
Executive Post Producer: Ned Martin
Assistant Audio Engineer: Amanda Fuentes
Post Producer: Juan S. Robles
Audio Engineer: Ryan Hobler
Head of Edit Assist: Andrea Podaski
Editor: Dan Abraham
Assistant Editor: Magdalynn Nowotarski
Colorist: Luca Leocádio

Brand: Procter & Gamble, Pantene
Brand Franchise Director: Gustavo Cracogna
Brand Manager: Marcela Veneziano
Associate Brand Manager: Maira Monnerat
Executive Production Manager, BBIC: Marco Zermeño
Strategic Lead, BBIC: Clarisa Caycedo
Communication Director: Martina Brubacher
Senior Communication Manager: Diego Gonzalez

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