Winners & Shortlists

A YEAR OF BAD HAIRDAY

TitleA YEAR OF BAD HAIRDAY
BrandP&G
Product/ServicePANTENE
Category F02. RESPONSE/REAL-TIME ACTIVITY
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
Credits
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
Oron Caspi Oron Caspi Photographer
Ronen Hoffman Ronen Hoffman Producer
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

Creative Execution

Our campaign utilized Pantene's Facebook group and turned it into a listening tool and a means to reconnect with consumers. After us identifying the exact needs of our customer, we had begun to plan her surprise. While arriving at the customer's house and giving her the news, we began shooting the event so that everyone believed that we did actually happened. As a result, traditional media picked up on the conversation with extensive coverage throughout conventional media channels; bring our initiative from online to offline as well. As more and more people had become aware of what we had done, our brand's appreciation sky rocketed.

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!!!

Pantene's' perfect curls hair cream is one of the most loved hair products in Israel. But, due to regional lineup changes, Pantene stopped distributing the cream. As a result, curly women nationwide formed a protest group on Facebook, were they voiced their frustration. We knew we had to confront the conversation. Insight: Without the cream, it's not just a bad hair day…But a bad day altogether!!! Solution: Since we couldn't solve the bad hair day, we decided to turn it into a good day! We picked the statuses of the protestors, and gave them a surprising compensation according to their complaints: Ariel who 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. ! Hila who wrote that her curls are sad: got tickets to a stand up show! And many more