Pantene - and MMK+ (Ketchum Basil) - won the Campaign of the Year Award in the PRWeek Global Awards, announced last week. PRWeek hosted the awards virtually on Twitter.

Pantene's "Suéltate El Pelo (Let Your Hair Down)," campaign, created by Ketchum's office in Brazil as part of MMK+ is the "best in show" winner, and was also named Latin American Campaign of the Year. 

PR Week states that the campaign "packed an emotional punch and successfully engaged Procter & Gamble’s target audience."

Argentine pop star Tini Stoessel kicked off the campaign before an official partnership was announced, PRWeek reports, by uploading the video for her the original single “Suéltate El Pelo” (Let Your Hair Down)-- and it quickly became her most popular song. See it below. 

The Pantene Combing Crème Collection’s key message, “let your hair down,” is cleverly conveyed in the video, and song. Next, Stoessel -- and 27 new influential brand ambassadors -- announced the #PanteneLoversTour. 

The results: “Suéltate El Pelo,” was viewed 4 million times on YouTube in the three days following its release. Since then, views have risen to 44 million.

Ketchum says extensive research is behind the campaign's message of women's empowerment -- and the team discovered that Latin American women believe that hair is their most powerful beauty asset. The campaign strategically used these two components to communicate an empowering message to engage the hai care brand's target audience, Ketchum states. 

More Winners 

Ketchum (including MMK+ and Emanate) won a total of 10 PRWeek Global Awards and one High Commendation for work on behalf of its clients in the PRWeek Global Awards. 

Campaigns created for Gillette won three awards:

• Best Global Citizenship Campaign and Best Global Content Award, both for "We Believe" by Gillette with MMK+ (Ketchum) and Grey


• Best Global Creative Idea Award for the "First Shave" campaign by Gillette with MMK+ (Ketchum and Porter Novelli) and Grey.

Barri Rafferty, partner, president and CEO of Ketchum, says, "It's incredibly meaningful to see our work recognized on a global stage during this time of adversity, and it reaffirms the value of communication in a world seeking connection."

Rafferty continues, "I'm grateful for the valued partnerships we have with our clients, who continuously place their trust in us to take risks and explore creative ways to build and nurture relationships with their stakeholders."