Category: Titanium and Integrated
Advertiser: PROCTER & GAMBLE
Product/Service: PANTENE
Agency: GREY BRASIL
Date of First Appearance: Mar 6 2011
Executive Creative Director: Guy Costa (Grey Brasil)
Executive Creative Director: Alexandre Scaff (Grey Brasil)
Art Director: Guy Costa (Grey Brasil)
Copywriter: Alexandre Scaff (Grey Brasil)
RTVC: Iara Regina Demartini (Grey Brasil)
RTVC: Nathalia Ribeiro (Grey Brasil)
Edit 2: EDIT 2 (Grey Brasil)
Account Supervisor: Letícia Thenard (Grey Brasil)
Account Manager: Andrea Fernandez (Grey Brasil)
Media placement: Copy 30” Institutional - Rede Globo - 13/02/2011 - 12/03/2011
Media placement: Copy 30” Promotional (20” + Tag 10”) - Rede Globo - 03/01/2011 - 12/02/2011
Media placement: Vignettes Carnival (3 Vinhetas) – Sponsorship Package Carnival Globe. - Rede Globo - 08/01/2011 - 12/03/2011
Media placement: Site Promotion “Desfile Seus Cabelos Na Sapucaí” - Site - 10/12/2010 - 17/02/2011
Media placement: Site Contest “Hair Samba” - Site - 03/12/2010 - 21/01/2011
Media placement: Promotional Advertisement - Elle, Uma, Cláudia - 03/01/2011 - 15/02/2011
Media placement: Institutional Advertising - Contigo, Uma, Rio Samba E Carnaval - 15/01/2011 -15/03/2011
Media placement: Merchan - Rede TV - 19/12/2011
Media placement: Merchan - Rede TV - 09/01/2011
Describe the campaign/entry
Pantene hair is famous for its bounce and shine. But in Brazil, Pantene is regarded as a gringo product.
We needed to make it more Brazilian.
Describe how the campaign/entry was launched across each channel in the order of implementation
We created a competition for women to win a place in a samba school parade with the Vila Isabel school. Women sent in their videos from all over Brazil and 200 women won a place to participate in the parade.
Pantene created the parade theme for the school around hair costumes, and also designed the floats. More than 5000 people did Hair Samba in the 2011 Rio Carnival, led by Gisele, spokesperson of Pantene and Brazil’s most famous top model.
Give some idea of how successful this campaign/entry was with both client and consumer
- The parade results in a one and a half hour TV ad in the most important open TV network in Brazil, meaning the spot is not only not for sale, but it is also something which has never been done before.
- An experience for the 60,000 people present at the parade and with a national audience of 50 million viewers.
- International coverage on 200 outlets worldwide – total value in spontaneous media coverage: US$25 million.
- 1.1% sales increase for Pantene in Rio and 0.5% in Brazil overall, the world’s third largest hair product market, within just two months.