Title | THE HAIRY TALE |
Brand | P&G |
Product / Service | PANTENE |
Category | C01. Original Print & Publishing |
Entrant | GREY TOKYO, JAPAN |
Idea Creation | GREY TOKYO, JAPAN |
PR | PLATINUM Tokyo, JAPAN |
Production | C3 FILM Tokyo, JAPAN |
Name | Company | Position |
---|---|---|
Alex Keith | Procter & Gamble | Client |
Ajit Nayak | Procter & Gamble | Client |
Yoshiaki Okura | Procter & Gamble | Client |
Kelly Vanasse | Procter & Gamble | Client |
Kaori Nambu | Procter & Gamble | Client |
Ryoichi Okada | Procter & Gamble | Client |
Jun Ogasawara | GREY TOKYO | Creative |
Ken Mitani | GREY TOKYO | Creative |
Katsuhiro Fujimoto | GREY TOKYO | Creative |
Yukika Anan | GREY TOKYO | Creative |
Rui Nago | GREY TOKYO | Planning |
Daijiro Yamakawa | GREY TOKYO | Creative |
Ryohei Ishizuka | GREY TOKYO | Creative |
Sayaka Adachi | GREY TOKYO | Account |
Hirohito Maruyama | GREY TOKYO | Account |
Melissa Lim | GREY TOKYO | Account |
Rodrigo Jatene | GREY WEST | Creative |
Rafael Gonzaga | GREY WEST | Creative |
Tescia Deak | GREY WEST | Creative |
Ana Puig | GREY WEST | Creative |
Justin Ramírez | GREY WEST | Creative |
Shinkichi Yokoyama | C3Film Co.,Ltd. | Production Company |
Yuki Iiizumi | C3Film Co.,Ltd. | Production Company |
Yuto Adachi | C3Film Co.,Ltd. | Production Company |
Kei Takahashi | Freelance | Production Company |
Takaki Kumamoto | Freelance | Production Company |
Masao Okuda | Freelance | Production Campany |
Noboru Tomizawa | Freelance | Production Company |
Ayaka Nakata | Freelance | Production Company |
Erik Reiff | audioforce | Production Company |
Kenny Dallas | audioforce | Production Campany |
Soichi Murayama | Platinum, Inc. | Public Relations |
Takeshi Shimizu | Platinum, Inc. | Public Relations |
HAIR THAT FIGHTS UNIFORMITY AND CONFORMITY Globally, Pantene is the brand to expand possibilities of women through hair. In Japan the biggest social pressure holding women back are uniformity and conformity. Pantene and Baby Chanco with her mother decided to fight together against the norm. IT’S NOT JUST BABY CHANCO. SATO KONDO IS ANOTHER ICON. The key to make this campaign unprecedentedly conversational in Japan was not only Baby Chanco but also TV announcer Sato Kondo, who has been applauded for letting her hair grow gray. She used to appear on TV with her hair dyed. Harnessing the momentum that she had just started appearing on TV with her natural gray hair, we featured her in the video as the narrator and new year’s newspaper ad together with Baby Chanco, which resulted in media coverage of 208 and 1.5 billion media impressions only within Japan.
Picture book traslation A lovely story about a baby with unique hair. The Hairy Tale by babychanco Even when I was in my mommy's tummy I had lots of hair growing. Sway, sway, swaying…just like seaweed under the ocean. My mommy instantly fell in love with my hair. She's always telling me how cute I am. I can be the sun. I can be a sunflower. And my teddy turned into a lion. And my teddy turned into a lion. Everyone all over the world told me I look CUTE. Well, almost everyone… I wonder if that's because I look a little different? (She looks different! It's weird!) (Why don't you cut her hair to look like other babies'?) (Cute? More like worrying) (Why can't she just be normal?) (I really wanna cut it off) But my mommy didn't mind. Because my mommy LOVES my hair. One day, a wonderful thing happened! A baby with lots of hair, was about to get his hair cut! But when his mommy saw my pictures, she realised it's okay to be different. There are so many wonderful things happening around me. And if everyone can learn to love their differences, this world may become a much nicer place.