Situation:

As awareness and pride in African roots grow among Puerto Ricans, the persistent issue of discrimination in schools, governmental institutions, and workplaces underscore the urgent need for continued efforts.

Brief:

Mizani, a L'Oréal brand known for its expertise in textured hair, wanted to take a stand against hair discrimination through an effort that leveraged the rich heritage of ancestral hairstyles. By bringing these culturally significant hairstyles into the modern spotlight, Mizani aimed to educate and shift perceptions, promoting greater acceptance and appreciation of diversity in beauty standards.

Objective:

Strategically launched to align with cultural shifts and legal advancements supporting racial equality, the campaign aims to enhance cultural pride and empowerment among Puerto Rico's Afro-descendant community, maximizing its impact.

In crafting the campaign, we meticulously recreated the braids as duotone counterview portraits, capturing the minute and complex details—secret maps woven into the hair, hidden from oppressors. This endeavor involved an extensive research and documentation process, conducted in partnership with historians, braid specialists, and members of Afro-descendant communities in Puerto Rico.

Our hair artists skillfully infused each hairstyle with cartographic features, ensuring each braid accurately represented geographical elements. The photographic process was exhaustive, with hundreds of images captured for each hairstyle, vividly illustrating elements such as rivers, mountains, safe passages, sugar cane fields, barracks, surveillance posts, hazards, and soldiers.

This campaign was launched at a crucial moment for Puerto Rico, becoming one of the most engaging campaigns for L’Oreal Caribe, reflecting a societal shift towards greater recognition and appreciation of Afro-descendant heritage. Amidst a backdrop of historical marginalization, there is a burgeoning movement advocating for racial and cultural acknowledgment. This cultural awakening provided the perfect context for an initiative celebrating Afro-descendant identity while educating the broader public about their significant contributions.

Significantly, the campaign coincided with legislative advancements, notably Act 1282, which prohibits discrimination based on hairstyles. This law is viewed as a concurrent triumph, reinforcing the campaign’s impact and further validating the timing and necessity of this cultural celebration. It underscores a growing societal embrace of diversity and equality, marking a new era of recognition for Puerto Rico’s Afro-descendant community.

Results:

• 2 million impressions

• 98% positive sentiment