‘THE POWER OF PRINT TO RESHAPE LAW AND SOCIETY’
This campaign was launched at a critical moment for Puerto Rico, seizing a societal shift towards greater recognition and appreciation of Afro-descendant heritage amidst a backdrop of historical marginalization.
Although awareness and pride in their African heritage are at an all-time high among black Puerto Ricans, discrimination and racism stubbornly persist, underscoring the need for advocacy among all sectors of society. This extends to discrimination against black hairstyles in schools, workplaces, and other establishment institutions. This issue has become more prominent in recent years, as several attempts to pass laws against hair discrimination have consistently failed to pass Puerto Rico's fiercely divided Senate.
Mizani, a distinguished L'Oréal brand celebrated for its mastery of textured hair care, aimed to take a strong stance against hair discrimination by embracing the profound legacy of a proud ancestral hairstyle. The goal was not simply to celebrate Afro-descendant identity, but to inspire and catalyze legal and social change through the proud legacy of an iconic black hairstyle.
In April 2024, shortly after the campaign's successful launch, Puerto Rico’s legislature finally approved a historic law prohibiting discrimination based on hairstyles.
This campaign was launched at a critical moment for Puerto Rico, seizing a societal shift towards greater recognition and appreciation of Afro-descendant heritage amidst a backdrop of historical marginalization.
Although awareness and pride in their African heritage are at an all-time high among black Puerto Ricans, discrimination and racism stubbornly persist, underscoring the need for advocacy among all sectors of society. This extends to discrimination against black hairstyles in schools, workplaces, and other establishment institutions. This issue has become more prominent in recent years, as several attempts to pass laws against hair discrimination have consistently failed to pass Puerto Rico's fiercely divided Senate.
Mizani, a distinguished L'Oréal brand celebrated for its mastery of textured hair care, aimed to take a strong stance against hair discrimination by embracing the profound legacy of a proud ancestral hairstyle. The goal was not simply to celebrate Afro-descendant identity, but to inspire and catalyze legal and social change through the proud legacy of an iconic black hairstyle.
In April 2024, shortly after the campaign's successful launch, Puerto Rico’s legislature finally approved a historic law prohibiting discrimination based on hairstyles.
AGENCY:
CEO: Edgardo Manuel Rivera / Chief Creative Officer: Enrique Renta
Chief Creative Operations: Edgardo Jiménez /Chief Media Officer: Lourdes Ocasio
Chief Operations Officer: Ineabelle Vélez / Director of Business Development: Yarimar Deliz / Lead of Business Development: Lynette M. Cintrón
Creative Director: Mauricio Cortés / Creative Director: Juan Fernández
Art Director: Liliana Peña / Art Director: Hernando Torres / Copywriter: Frances Guzmán / Digital Designer: Andrés Mazuera / Content Specialist: Alanna García
VP of Strategy: José R. González Bruno / Strategic Planner: Karina Molinary /
Public Relations Consultant: Marivel Ortiz / Public Relations Business Developer: Karla Osorio / Media Business Solutions Executive: Jessica Torres
Public Relations Consultant: Marivel Ortiz / Public Relations Business Developer: Karla Osorio / Media Business Solutions Executive: Jessica Torres
Print Production: Ileana Bravo / Print Production: Gisela de Lajara
Production Manager: Blanca Abreu / Audiovisual Editor: José Cintrón / Audiovisual Editor: Melvin Valencia / Sound Engineer: Carlos Rivera / Spanish broadcaster: Millie Gil / English broadcaster: Daisy Hobbs
CLIENT:
Gilles Delaunay, Country General Manager L'Oréal Caribe / Iniabelle Cruz, Director Professional Products Division / Cristina Lloveras, Sr. Marketing Manager Professional Products Division / Natalia Ramos, Assistant Marketing Manager
PRODUCTION:
Owen Acevedo / Asistente de Producción: Mariela Rivera
Hairstylist: Rosa Sosa / Make-up: Iraida Liz Franco / Art Direction: Alejandro J. Rodríguez Ortiz / Assistan Art Direction: Giovani Zayas López
AWARDS:
CANNES LIONS 2024 / PRINT AND PUBLISHING / GOLD
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