In the Middle East, millions of accomplished women are officially labeled "housewife" on their visas, documents, and official forms.
Many of these women are PhD holders, entrepreneurs, and C-suite executives who identify as more than this one label.
Many of these women are PhD holders, entrepreneurs, and C-suite executives who identify as more than this one label.
As a brand that's all about women's empowerment, L'Oréal Paris set out to retire this label and change the cultural norms around it.
A big ask. That we weren't afraid to tackle with a campaign that continues to grow and evolve to this day.
Awards - 1 Bronze Cannes Lion, 8 Cannes Lion Shortlists
Supporting material
Associate Creative Director - English Copy: Katie Handfelt
Associate Creative Director - Arabic Copy: Manar Abdalla
Associate Creative Director - Art: Bruno Cavalcante