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
The market for fake partners continues to boom, with over 200 million singles each year trying to hide their status. A cultural stigma in China around ‘singledom’ certainly remains, which makes breaking up particularly hard to do. For Single’s Day, China’s biggest shopping festival, Pantene opened the doors to the Breakup Salon and helped China embrace breakups as breakthroughs by documenting how heartfelt stories could be the inspiration for powerful new looks. This helped Pantene grow year-on-year sales at 37%, faster than all other hair care brands and the category.
