AGENCY
1. Michael Knox - Chief Creative Officer
2. Christopher Lee - Group Creative Director
3. Claudia Wong - Creative Director
4. Lisa Wan - Associate Creative Director
5. Jia She - Copywriter
6. Duffy Lau - Business Partner
7. Jesppie Poon - Senior Account Director
8. Frankie Lo - Associate Account Director
9. Owen Smith - Head of Strategy
10. John Lo - Head of TV Production
SUMMARY
11.11 is China's biggest shopping event—but before becoming a commercial celebration, it was originally meant to celebrate singles. Singles, especially women, are seen as ‘incomplete’ or disrespectful to their parents. A shame that causes over 200 million people each year to hide their status. This makes breaking up particularly hard to do. So on Singles Day, Pantene opened the doors to the Breakup Salon and helped China embrace breakups as breakthroughs, leading to a 37% growth in year-on-years sales; faster than all other hair care brands and the category.
