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Pantene
The Hairy Tale

RAN IN: Japan

CLIENT
Procter & Gamble

AGENCY
Grey Tokyo *Lead Agency

Jun Ogasawara - Senior Creative Director Ken Mitani - Associate Creative Director /Art Director Katsuhiro Fujimoto - Interactive Art Director Yukika Anan - Senior Copy Writer Rui Nago - Senior Planning Director Daijiro Yamakawa - Producer Ryohei Ishizuka - Digital Producer Sayaka Adachi - Senior Account Director Hirohito Maruyama - Account Supervisor Melissa Lim - Assistant Account Executive


SUMMARY

“THE HAIRY TALE” – A STORY OF CELEBRATING THE DIFFERENCE. Pantene Leveraged the power of cultural conversations to help the next generations of Japanese parents and children brave to be different. Harnessing the power of a simple insight, and an unprecedented influencer strategy in the brand’s history, the brand created not only national but also global conversations around the importance and beauty of being different. The work was featured 208 Japanese and 569 international media, earning 4.5 billion media impressions.


Hero Medium: Interactive/Online

Audience: Parents/Families

Objectives: Build brand equity, Increase brand loyalty, Retain Existing Customers

Language: English