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Procter & Gamble - The Name
09/09/2022
Advertising Agency
Brooklyn, USA
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Agency / Creative

Asian discrimination is on the rise, both actively and passively, with such hypocrisies as having the AAPI community “Americanize” their names to things like “Tony” and “Joe,” while accommodating the likes of Tchaikovsky and Dikimbe Mutumbo. The result makes Asian Americans feel outcasted.

Created by an all-AAPI team, "The Name'' follows a Korean-American family naming their newborn daughter, who is later challenged by her own identity, eventually discovering through self-strength and even the smallest efforts — like others learning her name — that she can find a sense of belonging.

Released during Asian American and Pacific Islander Heritage Month, the film had 4+ billion impressions.


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