COMB
| Title | COMB |
| Brand | PROCTER & GAMBLE |
| Product / Service | PANTENE |
| Category | B02. Consumer Products & Services |
| Entrant | GREY HONG KONG, HONG KONG |
| Entrant Company: | GREY HONG KONG, HONG KONG |
| Advertising/Web Design Agency: | GREY HONG KONG, HONG KONG |
Credits | |
Credits
| Name | Company | Position |
|---|---|---|
| Keith Ho | Grey Hong Kong | Executive Creative Director |
| Alexandre Koch | Grey Hong Kong | Executive Creative Director (P&G) |
| Helen Sze | Grey Hong Kong | Creative Director |
| Andrea Khou | Grey Hong Kong | Creative Director |
| Jason Luo | Grey Hong Kong | Senior Copywriter |
| Alvin Sin | Grey Hong Kong | Assistant Art Director |
| Peter Biven | Grey Hong Kong | Regional Business Director |
| Carrie Tang | Grey Hong Kong | Associate Account Director |
Brief Explanation
Background: To advertise on Pantene’s Shampoo’s smoothening benefit. Solution: A comb is placed on top of a quasi article telling “women’s rough situations”. Upon clicking, the comb will fall down vertically, and transform the horizontal copy lines into vertical ones at ease. And directs viewer to Pantene’s home. Result: The banner ad was placed in she.com for only one week. Over 70% of the respondents in an effectiveness interview reflected the ad as refreshing and intrigued by its special placement in “ Social “sector instead of “Beauty” Sector.