THE ASK
Purpose-driven campaign to raise awareness about the bullying that 
women face due to their hair as part of the brand's ongoing commitment to 
celebrate hair diversity. 

THE IDEA
"Rambutku Mahkotaku"
(My Hair My Crown)
Anti-bullying anthem to encourage all Indonesian women to be confident in however they choose to wear their hair and shatter society's view of what is considered "beautiful hair". Because all hairs are beautiful as long as you care for it, it’s your crowning glory and you should wear it proudly. ​​​​​​​



Creative Director: Evelyn Wongsosaputro
Art Director: Andrew Suryadinata
Copywriter: Atika Hanifa
Agency: Ogilvy Indonesia 
Back to Top