PANTENE #HAIRWEGO

Bronze Spike
TitlePANTENE #HAIRWEGO
BrandP&G
Product / ServicePANTENE
CategoryA02. Other FMCG
EntrantPARTY Tokyo, JAPAN
Idea Creation PARTY Tokyo, JAPAN
Idea Creation 2 DENTSU INC. Tokyo, JAPAN
Idea Creation 3 MATERIAL Tokyo, JAPAN
Media Placement TBWA\HAKUHODO INC. Tokyo, JAPAN
PR MATERIAL Tokyo, JAPAN
Production J.C. SPARK Tokyo, JAPAN
Production 2 GEEK PICTURES Tokyo, JAPAN
Production 3 S2 FACTORY Tokyo, JAPAN
Production 4 DENTSU CREATIVE FORCE Tokyo, JAPAN

Credits

Name Company Position
Daisuke Nakamura PARTY Creative Director
Norikuni Takamiya PARTY Creative Director
Miwako Hosokawa Dentsu Inc. Creative Director+Copywriter+Planner
Yuri Uenishi Dentsu Inc. Art Director
Wataru Seki Material Inc. Executive Storyteller
Jun Tanaka PARTY Executive Producer
Aimi Fujiwara PARTY Project Manager
Mandy Wang PARTY English Copywriter
Toshinori Ohbuchi J.C.SPARK Designer
Rikito Fujitani J.C.SPARK Designer
Aki Daisho DENTSU CREATIVE FORCE INC. Creative Producer
Rina Horiuchi DENTSU CREATIVE FORCE INC. Creative Producer
Emiko Kawashima SEIBIDO Printer
Fukutaro Inadome GEEK PICTURES Producer
Kensho Sato GEEK PICTURES Production Manager
Sayo Nagase KiKi inc. Photographer
Hiroko Takashiro (freelance) Hair-&-Makeup Artist
Yuji Kudo (freelance) Stylist
Tomonori Kougo Nanairo inc. Location Coordinator
Keiko Ikeda Needs+ Casting
Ryosuke Narusawa Daikanyama Studio Retoucher
Yuji Ozawa GEEK PICTURES Producer
Hidenori Jinzai GEEK PICTURES Producer
Kaoru Nakajima GEEK PICTURES Production Manager
Mitsunori Yokobori (freelance) Director
Fumihito Katamura Fumihito Katamura Photograph Office DoP
Hiroyuki Ota (freelance) Gaffer
Marina Niwa (freelance) Art Department
Chika Yokote (freelance) Stylist
Akane Hirano otie Hair-&-Makeup Artist
Masaaki Arai Cast Support Casting
Kyouhei Kaneko geek sight Offline Editor
Ayana Fukumori OMNIBUS JAPAN Mixer
Masahiro Ishiyama DIGITAL GARDEN Colorist
Satomi Kawai PAVLOV Music
Kohei Negishi S2 Factory Website Designer
Miki Onuma Material Inc. PR Director
Sota Haga Material Inc. Media Specialist
Yuri Tsukamoto Material Inc. Media Promoter
Nana Otsuka Material Inc. Media Promoter
Kazumi Kurose Material Inc. Media Promoter
Kao Josho Material Inc. Media Promoter
Toru Nakayama Material Inc. Researcher
Ryuji Ando Towaie Inc. Researcher

Why is this work relevant for Brand Experience & Activation ?

The goal of this work was to establish a strong bond between PANTENE and its main target users, students and young people. As a result of this campaign, a movement to rescue the individuality of the Japanese people happened, and the brand succeeded in building a solid connection with its target users.

Background

In Japan, schools have been going under fire for forcing students to have black hair. The problem lies in coercing students with naturally brown hair to dye it black. The public's concern grew as lawsuits involving students against schools ensued. However, the issue remained. The main causes are the outdated belief that "Japanese people should have black hair" and the educational environment that values school operations over reassessing the necessity of certain regulations. PANTENE believes in the importance of respecting individuality. Therefore, the brand decided to develop a project for not only the students and teachers to communicate, but to involve the whole Japanese society in the conversation.

Describe the creative idea (20% of vote)

To encourage communication among everyone in society, and to turn this issue from a school-related concern to a societal concern, our messages targeted the entire society. The messages consisted of actual questions that the students had for the adults.

Describe the strategy (20% of vote)

For the project, we conducted surveys and interviews with students and teachers who were actually dealing with the issue. We then developed our messages based on the responses from over 1,000 individuals. Research results revealed that approximately 93% of teachers believe that "school regulations need to change with the times" and school environments that encourage teachers to speak up are crucial. To shatter the situation of stubbornly outdated school regulations, we needed to stimulate conversations about "why regulations are necessary" on a societal level.

Describe the execution (30% of vote)

March 18, 2019: Launch newspaper ad at the timing of orientations for new students enrolling in school. At the same time, distribute promotional tweets on Twitter to collect student opinions. March 27, 2019: On a radio program geared towards students, introduce a corner for sharing opinions about hair-related school regulations. April 8, 2019: Release OOH and documentary video at the timing of the new school year. May 8, 2019: Petition kick-off. July 30, 2019: Submit signatures to The Tokyo Metropolitan Board of Education.

List the results (30% of vote)

Active discussions on social media and various media coverage led to a petition and the submission of nearly 20,000 signatures to The Tokyo Metropolitan Board of Education. As a result, a personnel in charge issued a statement, “We shall stop forcing students to dye their hair black.” This movement led to top news coverage and further attention. 10 Million+ Views 180,000+ Tweets Positive business growth for the first time in 5+ years

Links

Video URL