Procter & Gamble

1. Kurniawan Mista - Brand Director

Dentsu Creative Indonesia *Lead Agency

1. Rangga Immanuel - Executive Creative Director
2. Diaz Pradipta - Associate Creative Director
3. Leo Pramasatya - Copywriter
4. Abyan Bramantyo - Art Director
5. Andreas - Chief Creative Officer
6. Lucky Handoko - Head Planner
7. Catherine Lestari - Client Partner Director
8.Muhammad Surajie - Account Manager
9. Mawar Sakinah - Account Exective

Over the decade, Pantene conditioner’s sales kept decreasing. Where shampoo product category reached 98% market penetration, conditioner category stayed low at 16% market penetration. All the effort of using various top beautiful mega celebrity in the communication didn’t seem to move up the sales. So, for the first time ever, we disrupted the market by using a brand ambassador that no other beauty brand ever thinks of—someone who is very “un-Pantene”.