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Wunderman Thompson - Toronto

PANTENE
CHINA

THE PRAISE PROJECT

Celebrating Chinese women with custom messages of praise
  1. CHALLENGE

    Chinese women don't often get to live their own lives. Because of the single child policy, girls carry many expectations - be a good daughter, be an excellent student, be a perfect wife - but a brave few prefer to make their own choices.

    Pantene decided it was time to praise the women who dare to be different.

  2. WORK

    The Praise Project invited people to send positive messages to women they admired.

    By scanning their thumbs on their mobile phones, friends and family created beautiful illustrations with messages of praise. By sending these personalized cards, friends and family encouraged young Chinese women to #ShineStrong.

  3. RESULTS

    • 126 million views in 3 months
    • A record 28 million engagements on campaign site
    • Almost 10 million praise cards shared or liked
    • Won multiple creative awards including an IAB MIXX Gold Award

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