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!
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 Rabinianview more - Creative
Genres: Fashion & Beauty
Categories: Hair care, Beauty & Healthlbbonline.com, Wed, 21 May 2014 12:14:06 GMT