As part of Pantene’s new “Power to Transform” campaign –which recognizes ways women transform the world – Pantene launched S.H.E. (Search Human Equalizer), a search engine extension that transforms  the way we search by removing the bias. Currently when you look up terms such as “greatest engineer” or “greatest painter”, only men come up. When you search with the S.H.E. extension, the unique algorithm intervenes and reorganizes content to make women’s achievements more visible. 

To demonstrate S.H.E.’s value and inspire media and influential voices, I designed a box mailer to mimic the search engine to illustrate how bias has impacted the perception of their field (i.e. “Greatest Journalists” for media, which currently depicts all white men"). Influential media teams and voices in pop culture who received this saw the reality and had the ability to literally transform the results by “breaking the glass ceiling” which surprise and delighted them with Pantene’s definition of who the great achievers are.

press

USA Today
Refinery29
Business Wire

Client: Pantene
Agency: Marina Maher Communications

Creative Directors: Mila Golubov, Hollie Fraser