Pantene wanted to aim the spotlight on just how biased and gendered internet search engines have become. When we searched terms such as ‘engineer’ or ‘CEO’, nine times out of ten, the images came back of men. Merman developed a poignant and eye-opening branded film with Academy Award-nominated director Lucy Walker, to raise awareness about the bias in search and invite everyone to help transform it for the better. The call to action featured award-winning, profession-defining women who excel in their given fields. This was complimented by an online engagement tool – The S.H.E. – a ‘Search Human Equalizer’, a breakthrough, unbiased search engine which showed women as fairly represented in image searches.
Agency:
Townhouse
Director:
Lucy Walker
