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Pantene's Sweet 'Family is #BeautifuLGBTQ' Series Shows the Connections that Make a Family

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The new campaign from Grey New York will go live on Pantene’s Instagram and extend through November 2021, continuing to share the stories of diverse LGBTQ+ families throughout the year

Pantene's Sweet 'Family is #BeautifuLGBTQ' Series Shows the Connections that Make a Family
Pantene has released its 'Family is #BeautifuLGBTQ' campaign in partnership with Grey New York and Family Equality. Launching during National Adoption Month, the hair care brand's new series tells the stories of real LGBTQ-adoptive families and the hair moments that help them build their family bond.

For many, hair is heritage. Hair is strength. Hair is self-expression. Hair is Pride. And for LGBTQ+ couples – who are seven times more likely to adopt or foster children – it can mean even more: Trust. Attachment. Connection. Family.

Pantene understands the vital role hair plays in connecting new families, with the new campaign supporting LGBTQ+ families and celebrating the moments that connects and brings them together. The series will live on Pantene’s Instagram and extend through November 2021, continuing to share the stories of diverse LGBTQ+ families throughout the year.

“Hair is the #1 expression of self-identity, and we know this is even more important for the LGBTQ+ community,” said Bret Senior, Pantene brand director. “In our ongoing partnership with Family Equality, we learned about the special moments – and struggles – LGBTQ+ couples embrace when starting a family. As a hair care brand, we’re proud to recognise that hair is often a part of the special moments that bring families closer. For these families, hair starts as an unfamiliar challenge that transforms into a familiar connection – whether that’s learning to braid your daughter’s hair so she feels her most confident, or performing a nightly hair-wrapping routine to form new traditions together.”

The hair moments in the series depict real family connections and lasting memories being made. In the series’ first video starring Raymond and Robbi, and their daughter Ella, they share how her hair bonded them from the very beginning as they created a hair-washing ritual that gave them the time to talk and connect while also learning about her hair needs and heritage, with Ella having a birth mother from India and birth father from the Caribbean. These are the moments that allow conversations to take place, bonds to form and families to grow.

“LGBTQ+ couples are seven times more likely to adopt than non-LGBTQ+ couples, and they are also more likely to adopt children who have the most difficulty finding forever homes,” said Denise Brogan-Kator, CEO (Interim) and chief policy officer at Family Equality. “We are so proud to be partnering with Pantene on this campaign to show that, while LGBTQ-adoptive families may look or seem ‘different’, all families have one thing in common – the love for each other built through moments shared, both big and small. That is what makes a family.”

This campaign is the latest in support of Pantene’s mission to represent, celebrate and make the LGBTQ+ community feel beautiful year-round, building off of last holiday season’s 'Home for the Holidays' campaign and 'Don’t Hate Me Because I’m #BeautifuLGBTQ', which launched during Pride Month 2019.

Click here to learn more about 'Family is #BeautifuLGBTQ' and how you can support Family Equality. Pantene is also encouraging families to share a family photo using #BeautifuLGBTQ in support of family equality for all. For each photo shared, Pantene is donating $1 to Family Equality - up to $100,000. 

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Client: Pantene

Campaign Title: Family is #BeautifuLGBTQ

First Air Date: 11/16/20


CREATIVE AGENCY: Grey New York and Townhouse

Grey Chief Creative Officer: Justine Armour

Grey Executive Creative Director: Javier Bonilla

Grey Creative Director: Amanda Brencys

Grey Associate Creative Director: Bryan Burns

Grey Senior Art Director: Emily Pracher

Grey Strategy Director: Lauren Friezo

Grey EVP, Global Account Director: Anjali Jain

Grey SVP, Account Director: Kate Bernhardt

Grey Account Supervisor: Payton Brown

Grey Account Executive: Samantha Simon

Grey Project Manager: Emily Steele Eldridge

Townhouse Executive Producer: Keira Rosenthal

Townhouse Senior Print Producer: April Gallo

Townhouse Music Producer: Leland Drake

Townhouse VP, Head of Talent: Natasha Howell

Townhouse Business Manager: Tim O’Shea

P&G Vice President Hair Care: Lela Coffey

P&G Senior Director: Maris Croswell

P&G Brand Director: Bret Senior

P&G Brand Manager: Mike Chieco

P&G Senior Communications Manager: Muhammad (Bilal) Lakhani

P&G Senior Director of Production, Renato Ibarra
P&G Design, Corey Kelly
Cut + Run

Cut + Run Editor: Stacy Peterson

Cut + Run Producer: Hope Duhaime

Cut + Run Managing Director: Lauren Hertzberg

UNIT9 Director: Matthew Puccini

UNIT9 Executive Producer: Emily Malito

Photographer: Annie Tritt

Categories: Shampoo, Beauty & Health

Grey New York, Tue, 17 Nov 2020 11:30:18 GMT