GREYnJ 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.
To 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.
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