As the new academic year begins for University students, Pantene, in collaboration with Grey Hong Kong, decided to launch a campaign Freshmen Fresh Look under its “Great Hair Changes Everything” platform, daring freshmen to change their look, and thus ‘outlook’ on University life.
Before starting at University, for 18 years, students are mostly restricted by school rules – forbidding them to change their hair style. But, now that they have more freedom to change, they don’t dare to because they may not have the experience of how to.
Creating its first vertical format film series for Douyin, one of the most popular social media video apps in China, Pantene tells an ongoing story of 2 good friends – Pan and Lori and how great hair continues to help one of them shine in real freshmen moments.
Watch the quirkiness between the two friends as Lori continues to trick Pan about having no ‘hidden’ secret for great hair until Pan finally finds out.
As part of the campaign, Pantene also launched real stories from key university influencers about how great hair is more than just a new look, but also a way for them to have a more confident outlook on University life.
The social activation also encouraged the general public to make their own before and after poster, whilst sharing their own stories about how a new look gave them a new outlook, and confidence, during University life.
Group Creative Director: Christopher Lee
Brand Experience Creative Director: Jason Cornelius
Creative Director: Claudia Wong
Sr Copywriter: Jia She
Art Director: Kimmy Kong
Business Partner: Duffy Lau
Sr Account Director: Jesppie Poon
Sr Account Manager: Frankie Lo
Sr Account Executive: Fred Yeung
Brand Director: Mckey Lin, Yammy Yang
Communication Director: Heidi Wang
Brand Manager: Tingting Wu, Celia Huang, Iris Wu
Communication Manager: Erric Li