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  • SUB CATEGORY :
    BEST USE OF OUTDOOR & TRANSIT
  • COMPANY ENTERING :
    GREYNJ UNITED, BANGKOK
  • TITLE :
    HAIR FALLING BILLBOARD
  • BRAND :
    PANTENE
  • ADVERTISER :
    P&G
  • AGENCY :
    GREYNJ UNITED, BANGKOK
  • CHIEF CREATIVE OFFICER :
    JUREEPORN THAIDUMRONG
  • CREATIVE DIRECTOR :
    APIWAT PATTALARUNGKHAN/IRVINE PRISILIA
  • COPYWRITER :
    TANONGSAK TANNOPRAT/JIDAPA UDOMKITTIVORAKUL
  • ART DIRECTOR :
    ATTHAPONG RAKKHATHAM
  • ACCOUNT DIRECTOR :
    KANTHARAT TEERAROJJANAWONG
  • ACCOUNT EXECUTIVE :
    NUTNAREE HARUSSADEECHAVALIT
  • CLIENT SERVICE DIRECTOR :
    KANOKKORN SEEHAPAN
  • STRATEGIC PLANNING DIRECTOR :
    NAVINDA KITTISUBKUL
  • AGENCY PRODUCER :
    ANUCHIT SANOPPHAKHUN
  • TRAFFIC :
    KULPALEE SUWANNATAT
  • FILM PRODUCTION COMPANY :
    BEARHUG, BANGKOK
  • DIRECTOR :
    CHUTIRAT THIANPHICHET
  • EDITOR :
    RACHANON SUNGSUWAN/TRIRONG POUNGDOM
  • THE BRIEF :
    TO DRIVE AWARENESS ABOUT THE URGENT NEED TO PROTECT ONE'S HAIR FROM POLLUTION WITH PANTENE HFC.
  • THE STRATEGY :
    OUR TARGET AUDIENCE ARE MODERN YOUNG THAI WOMAN. THEY LIVE AN ACTIVE LIFESTYLE WHERE THEY SPEND MOST OF THEIR TIME OUTSIDE AND GET EXPOSED TO POLLUTION. HOWEVER, WHILE THEY KNOW THAT POLLUTION CAN DO DAMAGE TO THEIR SKIN, MANY ARE NOT AWARE OF THE THREAT POLLUTION CAN DO TO HAIR, THAT IT WEAKENS HAIR AND CAUSES THEM TO FALL. OUR STRATEGY IS TO DEMONSTRATE, IN THE MOST ENGAGING WAY, THE UNKNOWN FACT OF HOW POLLUTION AFFECTS THE HAIR'S HEALTH.
  • THE EXECUTION/THE EXECUTION & CRAFT :
    TO MAKE PEOPLE CONSCIOUS OF THE POLLUTION EFFECT ON HAIR, WE CREATED AN INTEGRATED CAMPAIGN IN WHICH THE PRIMARY FOCUS WAS A GIANT HAIR BILLBOARD THAT HIGHLIGHTS POLLUTION’S HARMFUL CONSEQUENCES. PLACED IN A HIGH-TRAFFIC AREA AND USING DATA FROM REAL-TIME AIR POLLUTION MEASUREMENT SYSTEM, THE BILLBOARD RELEASED A LOCK OF HAIR EVERY TIME THE AIR POLLUTION INDEX EXCEEDED THE ACCEPTABLE STANDARD OF 50 PSI. IN JUST 10 DAYS, ALL THE HAIR ON THE BILLBOARD HAD COMPLETELY FALLEN. REVEALED BEHIND THE HAIR IS AN AD FOR PANTENE’S HAIR FALL CONTROL SERIES.
  • THE RESULT :
    THE CAMPAIGN WAS THE FIRST AND THE LARGEST PRODUCT DEMONSTRATION PANTENE THAILAND HAD EVER DONE WHERE WE TURNED THE WHOLE THAILAND AND BANGKOK TURNED INTO OUR TESTING GROUND. THE CAMPAIGN RECEIVED A MASSIVE PR COVERAGE FROM LOCAL BLOGGERS AND NEWS MEDIA. PANTENE HAS SUCCESSFULLY BROUGHT THE AWARENESS BEYOND THE THREAT OF POLLUTION TO HAIR BUT WE’VE RAISED AWARENESS OF THE DANGER OF POLLUTION IN THE COUNTRY, PROMPTING CONVERSATIONS ON HOW TO REDUCE IT AND HOW TO FIGHT IT, WHICH LED TO THE PRODUCTS ITSELF.