| Title | BLACK ICE |
| Brand | PROCTER & GAMBLE |
| Product / Service | PANTENE |
| Category | C01. Fast Moving Consumer Goods |
| Entrant | GREY GROUP Singapore, SINGAPORE |
| Entrant Company | GREY GROUP Singapore, SINGAPORE |
| Advertising Agency | GREY GROUP Singapore, SINGAPORE |
| Advertising Agency 2 | GREY KUALA LUMPUR, MALAYSIA |
| Production Company | ASIA PACIFIC VIDEOLAB (APV) Selangor, MALAYSIA |
| Production Company 2 | PROVILL Makati City, THE PHILIPPINES |
| Production Company 3 | FUSE ADVENTURES IN AUDIO Selangor, MALAYSIA |
| Name | Company | Position |
|---|---|---|
| Javier Bonilla | Grey Singapore | Regional Executive Creative Director |
| I-van Policarpo | Grey Kuala Lumpur | Regional Associate Creative Director |
| I-van Policarpo | Grey Kuala Lumpur | Copywriter |
| Elson Effendy | Grey Kuala Lumpur | Senior Art Director |
| Don Michael De Leon | Grey Kuala Lumpur | Regional Senior Account Manager |
| Renee Lim | Grey Kuala Lumpur | Production Executive |
| Anjali Jain | Grey Singapore | Regional Business Director |
| Siddika Dehlvi | Grey Singapore | Group Account Director |
| Syamin Arif | Grey Kuala Lumpur | Executive Producer |
| Shahvez Afridi | Grey Singapore | Head of Strategy |
| Dennis Chen | Asia-Pacific Video Lab, Kuala Lumpur | Executive Producer |
| Chen Yoke Wah | Asia-Pacific Video Lab, Kuala Lumpur | Executive Producer |
| Daz Kalidass SO Candra | Asia-Pacific Video Lab, Kuala Lumpur | Editor |
| Cris Dy-Liacco | Just Add Water, Philippines | Broadcast Producer |
| Ina Lagman | Provill Studios, Philippines | Managing Director |
| Toby Concepcion | Provill Studios, Philippines | Film Director |
| Michelle Robles | Provill Studios | Production Manager |
| Fuse Adventures In Audio | Fuse Adventures In Audio | Audio Production |
The interaction among: 1, the hair visual installed on ice; 2, the target market damaging the visual as they skate on it; and 3, the branded ice-smoothening truck demonstrated Pantene’s hair transformation promise, “Smoothens damaged hair.”
Hair care advertising is a saturated category. It is littered with claims and promises that consumers hardly ever listen to. On top of that, it seems that practically everything has already been done--no campaign execution really stands out enough for consumers to remember. Our challenge was to promote Pantene’s hair transformation story in a way that our consumers, or the world for that matter, will engage with and won’t forget.
The campaign contributed to: 101% sales revenue versus previous period in the city of Pasay, Metro Manila surrounding the rink; Pantene reporting a 7.6% share of the conditioners category in May 2015 representing a 16% increase compared to same month of the previous year; and 100% target market engagement which averages to up to almost 700 consumers participating in Black Ice on a single day.
We rented an Olympic-size rink, dug a hole 5 cm deep. Then, printed a billboard-size image of hair on water- and ice-proof material, installed it on ice, and manually doused it with water. We utilized over 2,500 gallons of water, which froze for 30 days in -5 degrees Celsius. All in all, it took 8 weeks to complete. We also branded the rink’s ice-smoothening truck with our product and tagline. We then opened our hair installation to ice-skaters. It got scratched, damaging the hair visual. Then the branded truck repaired the damage, demonstrating what Pantene does in real life. The campaign ran on the ice skating rink of SM Mall Of Asia, Philippines, occurring 3-4 times a day with a 3- to 4-hour interval. From May 1st to May 30th 2015, it garnered 100% participation from ice-skaters, averaging up to almost 700 participants a day.