1 2
 
 
  • SUB CATEGORY :
    BEST INTEGRATED DIRECT CAMPAIGN
  • COMPANY ENTERING :
    GREYNJ UNITED, BANGKOK
  • ENTRY TITLE :
    DAMAGED HAIR BRUSH EXPERIMENT
  • BRAND :
    PANTENE 3 MINUTE MIRACLE
  • ADVERTISER :
    P&G
  • AGENCY :
    GREYNJ UNITED, BANGKOK
  • MANAGING DIRECTOR :
    KANAPORN HUTCHESON
  • CHIEF CREATIVE OFFICER :
    JUREEPORN THAIDUMRONG
  • CREATIVE DIRECTOR :
    IRVINE PRISILIA/APIWAT PATTALARUNGKHAN
  • COPYWRITER :
    WUTTINUN NAKPROM/KANOKWAN CHATKAEWMANEE
  • CLIENT SERVICE DIRECTOR :
    KANOKKORN SEEHAPAN
  • ACCOUNT DIRECTOR :
    VALAIPORN SAE-UNG
  • AGENCY PRODUCER :
    KANOKSAK KANCHANACHUTHA
  • FILM PRODUCTION COMPANY :
    FILM FACTORY, BANGKOK
  • DIRECTOR :
    CHAIRAT SUETHRONG
  • THE BRIEF :
    TO SHOWCASE THE SUPERIORITY OF PANTENE 3 MINUTE MIRACLE TOTAL DAMAGE CARE AS THE BEST EVERYDAY CONDITIONER FOR COLOR DAMAGED HAIR.
  • THE STRATEGY :
    9 OUT OF 10 THAI WOMEN BELIEVE THAT HAIR COLOR CAUSES HARSH DAMAGE TO HAIR, AND OFTEN THAT DAMAGE IS IRREVERSIBLE. BUT 62% OF THE WOMEN IN THAI LOVE TO COLOR THEIR HAIR, REGULARLY. AND THEY DON’T BELIEVE THAT OTC BRANDS CAN HELP REPAIR HAIR COLOR DAMAGE. DAMAGED HAIR NEEDS EXPENSIVE, INTENSIVE TREATMENT, OR JUST CUT THEM OFF. SO, OUR STRATEGY IS TO CREATE A POWERFUL AND FUN DEMONSTRATION THAT CAN TRIGGER AUDIENCE TO TRY AND PROVE THE SUPERIORITY OF PANTENE 3MM THEMSELVES. AN EXPERIMENT THAT THEY CAN SEE AND BELIEVE.
  • THE EXECUTION :
    TO DEMONSTRATE THE SUPERIORITY OF PANTENE 3 MM, WE TURNED THE COLOR-DAMAGED HAIR WOMEN CUT OFF INTO PAINT BRUSHES. BRUSHES ARE IMPORTANT FOR ARTIST. A GOOD PAINTER CAN TELL WHICH BRUSH IS GOOD AND WHICH ONE IS BAD. SO, WE WORKED TOGETHER WITH A FAMOUS ARTIST, LOLAY. IN AN EXHIBITION, LOLAY PROVED THAT AFTER TREATED WITH PANTENE 3 MM, THE BRUSHES GAVE SMOOTH AND EVEN PAINTING RESULTS. WE ALSO INVITED WOMEN TO CONDUCT THE EXPERIMENT THEMSELVES AND GAVE AWAY BRUSH EXPERIMENT BOX SETS FOR HOME TRIALS. WOMEN SHARED THEIR EXPERIMENT ONLINE AND WE GOT REQUEST FOR MORE BOXSETS.
  • THE RESULT :
    THE INTERNET FILM ITSELF REACHED 10 MILLION VIEWS WITHIN A MONTH, TOPPED ANY OTHER INTERNET FILMS PANTENE THAILAND EVER SHARED. THE SALES WERE UP AND MORE IMPORTANTLY; PANTENE 3 MINUTE MIRACLE WAS NAMED AS "THE BEST DAILY CONDITIONER FOR COLOR DAMAGED HAIR" BY THAILAND'S WOMAN MAGAZINES AND BEAUTY BLOGGERS.