Grey Tel-Aviv Turns Bad Hair Days Into Good Times

When Pantene's Perfect Curl Hair Cream ceased distribution to Israel, it caused quite a stir. Rightfully so when 25% of Israeli women have curly hair!

As a result, curly women across the nation banded together on Facebook, creating a protest group urging Pantene to bring back the hair cream.

That's when Grey Tel-Aviv stepped in to turn their bad hair days into good days, taking the protesters out on fashion shoots, candlelit dinners and comedy nights.

The group erupted as people began sharing their experiences online, resulting in an explosion of media coverage. 

But the truly surprising result? Pantene's global management finally brought the product back to Israel!

Credits

Pantene: A Year Of Bad Hair Day

Advertising agency: ACW Grey, Tel – Aviv, Israel

Executive Creative Director: Tal Riven

Creative Director: Idan Regev

Copywriter: Kobi Cohen

Art director: Ira Gimpelevich

Executive Client manager: Anat Leventon

Supervisor: Mor Reuveny

Planner: Omri Gitter

Digital Producer: Ran Rolnizke

Digital Director: Yuval Hollander

Special Projects Producers: Galit Siman-Tov

Photographer: Oron Caspi

Production Company: Green Productions

Producer: Ronen Hoffman 

Video Editor: Ilan Manor

Sound: Signal Music & Sound Ideas

Original Music: Roy Dotan

Narrator: Orly Rabinian