CLIENT
Procter & Gamble
Yoshiaki Okura - CMO, Hair Care APAC Focused Market
AGENCY
1. Rui Nago - Executive Planning Director
2. Ryuma Kodaka - Creative Director
3. Shota Ishikawa - Art Director
4. Katsuhiro Fujimoto - Interactive Art Director
5. Tatsuo Tamaru - Designer
6. Satomi Nagata - Planner
7. Daijiro Yamakawa - Producer
8. Yoshiaki Saito - Digital Producer
9. Sayaka Adachi - Senior Account Director
SUMMARY
A JOINT STATEMENT TO FREE JOB-HUNTING HAIR IN THE NEW ERA.
With the power of cultural conversations, Pantene liberates job-hunters who were forced to conform to hair rules in Japan. The brand led the Joint Statement to free job-hunting hair with 139 major companies and organizations, including the Ministry of Economy, Trade and Industry. This activation was featured on 166 media platforms, earning 1.2 billion impressions and 2.3 million social engagements. But most importantly, we observed that many job-hunters embraced the freedom to express themselves through hair and were accepted by the companies.
