AGENCY
Rui Nago, Executive Planning Director
Jun Ogasawara, Senior Creative Director
Ken Mitani, Associate Creative Director
Katsuhiro Fujimoto, Interactive Art Director
Yukika Anan, Senior Copy Writer
Daijiro Yamakawa, Producer
Ryohei Ishizuka, Digital Producer
Sayaka Adachi, Senior Account Director
Hirohito Maruyama, Account Supervisor
Melissa Lim, 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 celebrity strategy in the brand’s history – featuring 1-year-old baby as its new hair model, the brand created not only nationwide but also global conversations around the importance and beauty of being different. The work earned 4.4 billion media impressions and took a giant step toward the brand’s turnaround.
