You deserve a crown

Some responsibilities are carried so consistently, they stop being seen.

In many homes, women hold everything together, not occasionally, but every day. Their care is not performed for recognition. It is given freely, relied on constantly, and often overlooked because of how effortlessly it is delivered.

Over time, that consistency becomes familiarity. And familiarity becomes invisibility.

For International Women’s Day 2026, under the theme Give to Gain, Gino chose to spotlight an imbalance that has long existed.

Because while women continue to give: their time, energy, care, and presence, the recognition they receive in return is often minimal.

Using its tomato paste packs, a product that exists in everyday meals, often without a second thought, the brand created a crown.

A symbol that shifts the narrative from passive giving to deserved acknowledgement.

Because in the same way, everyday essentials are used without question, so too are the women whose contributions make everything else possible.

By transforming something ordinary into a symbol of honour, the campaign reframes giving not as something to be taken for granted, but as something that deserves to be met with equal value.