Title | PANTENE #HAIRWEGO |
Brand | P&G |
Product / Service | PANTENE |
Category | A02. Other FMCG |
Entrant | PARTY 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 |
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 |
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.
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.
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.
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.
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.
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