Campaign Spotlight

Campaign Spotlight: Pantene Encourages Women to Be Women Beyond Expectation

INDONESIA – Women in Indonesia are always practicing the art of walking a tight rope. For them, achieving personal ambitions takes a little more than just will power. It demands a mastery in harmoniously balancing familial expectations and personal goals. And while honing this balancing act, women are often faced with judgements that contest their intent and ability, seeding in self-doubt, forcing them to choose one role over another.

As a brand that encourages women to find their strength beautiful, Pantene wanted to help Indonesian women get rid of all the judgement that raise self-doubt and find their answer to the only question that matters – #WhoSaysWeCant. 

The campaign celebrates the duality stories of women from various walks of life, a woman who plays the role of a mom and a dad, scholar and a singer, a mom and a Rockstar…


Who better to deliver the message of self-belief than our own brand ambassador, Anggun, the face of Indonesia to the world. She has made her mark on the world stage as a singer while balancing her role as a single mother.

“With this song we were able to build heart into the campaign. The lyrics reflect a slice of the duality that Pantene women live and succeed with every day.” Ridward Ongsano, Creative Director Pantene AA

The story of this campaign rang so deep with her that she crafted the lyrics of this song and developed it as her comeback into the Indonesian market. Besides being launched on all major music platforms in the country, the song went on to become the soundtrack of Pantene’s TVC in Indonesia, Thailand and Philippines.

Partner with adobo Magazine

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