P&G - THE NAME

For AAPI Heritage Month, P&G, long known for being a household brand that helps make a house feel like home, wanted to deepen its cultural relevance by honoring what it means to truly belong. We began with a simple but powerful insight: for many in the AAPI community, names carry deep personal and cultural significance. Yet, in the U.S., everyday acts of bias, mispronunciation, and misidentification can make Asian Americans feel invisible or out of place.

To reframe that experience, we created The Name, a heartfelt short film written, directed, and produced by an all-AAPI team. The story follows a Korean-American family as their young daughter confronts identity and belonging the moment she leaves the safety of home. As the narrative unfolds, we’re reminded that even the smallest gestures, like learning how to say someone’s name, can help someone feel seen, valued, and at home.

To extend the impact, we built an interactive tool that allowed users to add the phonetic pronunciation of their name and generate a personalized, shareable graphic, turning self-expression into a movement of recognition and respect.

2023 Effie For Social Good - GOLD Winner
Diversity, Equity & Inclusion / Positive change