Title	A YEAR OF BAD HAIRDAY
Brand	P&G
Product/Service	PANTENE
Category	A07. USE OF SOCIAL IN A DIRECT MARKETING CAMPAIGN
Entrant Company	ACW GREY TEL AVIV, ISRAEL
Advertising Agency	ACW GREY TEL AVIV, ISRAEL
Media Agency	MEDIACOM ISRAEL Tel Aviv, ISRAEL
Production Company	BOLD Tel Aviv, ISRAEL

Name	Company	Position
Tal Riven	Acw Grey Tel Aviv	Chief Creative Officer
Idan Regev	Acw Grey Tel Aviv	Creative Director
Kobi Cohen	Acw Grey Tel Aviv	Copywriter
Ira Gimpelevich	Acw Grey Tel Aviv	Art Director
Anat Leventon	Acw Grey Tel Aviv	Account Executive
Mor Reuvani	Acw Grey Tel Aviv	Account Supervisor
Omri Gitter	Acw Grey Tel Aviv	Planner
Yuval Hollander	Acw Grey Tel Aviv	Digital Creative Director
Ran Rolnizke	Acw Grey Tel Aviv	Digital Producer
Ronen Hoffman	Ronen Hoffman	Producer
Oron Caspi	Oron Caspi	Photographer
Ilan Manor	Ilan Manor	Video Editor
Roy Dotan	Signal Music/Sound Ideas	Sound Editor
Signal Music/Sound Ideas	Signal	Sound Studio
Orly Rabinian	Orly Rabinian	Narrator
Gilad Kat	Mediacom	Media Manager

The Brief

Pantene's' perfect curls hair cream is one of the most loved hair products in Israel - where 25% of the women are curly! But, due to regional lineup changes, Pantene stopped distributing the cream. As a result, women with curly hair nationwide formed a protest group on Facebook, were they voiced their frustration. We knew we had to confront the conversation Since we couldn't solve the bad hair day, we decided to turn it into a good day! We picked the statuses of the active protestors, and gave them a surprising compensation according to their exact complaints.

Creative Execution

The execution the exact thing that was needed in order to change the situation around. Our initiative had reminded our angry customers exactly what our brand is all about: A brand that strives to excellence and puts his consumers at the very heart of everything it does. The precise compensations that were in perfect sync with the voiced complaints illustrated just how important our consumers are to us.

Describe the creative solution to the brief/objective.

Our creative solution was all about matching the best compensation possible to the accurate complaint of the protestor, therefor maximizing our influence. For example, Shira from Tel-Aviv posted: 'nothing looks good on me due to my bad looking hair'… So we sent her on a shopping spree with a professional stylist! Ariel from Eilat posted: 'That's it; I'm about to straightening my curls!' So we took her to a beauty treatment with Pantene's official hair dresser and a professional fashion shoot!

Results

As the girls began sharing their surprising experiences, the group erupted…Over two hundred thousand women's were exposed to our initiative!! The media picked up on the conversation with extensive coverage on blogs, websites, newspapers and even international TV broadcasts! All in all, total free media coverage of half a million dollars!!! But the truly surprising result: Pantene's global management finally brought the product back. For the official announcement we invited the FB members to a VIP movie premiere were we surprised them one last time... With the beloved cream under their seats!!!