GREYnJ United Bangkok creates the hair falling billboard for Pantene’s Hair Fall Control series

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Pantene.jpgGREYnJ United Bangkok planned and created an integrated campaign for the Pantene Hair Fall Control series. With the rise in air pollution, Pantene Thailand wanted to drive awareness about the urgent need to protect one’s hair with Pantene HFC.

Pantene 2.jpgPantene 3.jpgTo reinforce the message, GREYnJ United highlighted an unknown fact that “hair attracts pollution 3x more than skin”. The campaign kicked off with location-based outdoor advertising all around Thailand, where each of the ads showed messages relevant to the placement location. Concurrently, an online ad and several articles were unveiled on beauty, lifestyle websites and blogs, focusing on the effect of pollution.

The main focus of the campaign was “The Hair Falling Billboard,” the largest real-time demonstration ever created by Pantene Thailand. The billboard featured a gigantic hair billboard mimicking human hair. Dictated by the real-time air pollution measurement device, the billboard was set to release hair when the air pollution index exceeded the acceptable standard of 50 psi.

The result? In 10 days, all the hair on the billboard had fallen completely. The entire making-of and hair falling process was documented, and integrated into an internet film.

Credits –

CCO: Jureeporn Thaidumrong

CEO: Subbaraju Alluri

MD: Kanaporn Hutcheson

Group Client Service Director: Kanokkorn Seehapan

Creative Directors: Apiwat Pattalarungkhan, Irvine Prisilia

Copywriter: Tanongsak Tannoprat, Jidapa Udomkittivorakul

Art Director: Atthapong Rakkhatham

Account Director: Kantharat Teerarojjanawong

Account Executive: Nutnaree Harussadeechavalit

Planning Director: Navinda Kittisubkul

Digital Media Director: Pojanee Sowantip

Agency Producer: Anuchit Sannopphakun

Agency Traffic: Kulpalee Suwannatat

Production House: Bearhug

Online film director: Chutirat Thianphicet