Drive brand love to Dove and build deeper connection with modern Indonesian women through a 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.
(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.
To further amplify the campaign, we selected and engaged KOLs relevant to the cause to do a ‘duet’ with "My Hair, My Crown" music video both on IG and TikTok, that ultimately drove traffic back to our main asset on Youtube.
Creative Director: Evelyn Wongsosaputro
Art Director: Andrew Suryadinata
Copywriter: Atika Hanifa
Agency: Ogilvy Indonesia