Grey Hong Kong has created a new creative campaign for Pantene dubbed “The Breakup Salon,” leading up to China’s biggest shopping event, Single’s Day on 11/11.
The campaign created under Pantene’s new brand platform, “Great Hair Changes Everything”, looks at the positive change a new hairstyle can give to people going through breakups. The campaign looks to motivate men and women “in desperate times and enabling them to become confident about their future, helping them start to move on – new hair and all,” said the brand.
Consumers have started to have their own iterations of the idea as well, sharing breakup stories not just related to relationships, but also other aspects of life that give them the confidence to embrace change.
Chinese celebrity, Jiang Si Da, known for his talk show and breakup story, became the host of the salon and of the thousands of stories shared, three of which became the subject of inspiration for an entertainment series.
“Whether it’s a Blow Wave Him Goodbye or a See You Around Bob, we’re hoping The Breakup Salon helps more people discover great hair is the best revenge,” said Michael Knox, Chief Creative Officer, Grey Hong Kong.
“Seeing people go from breakup to breakthrough brings to life our brand and ambition,” added Mckey Lin, Brand Director, P&G. “And being able to provide this platform was a first for our brand. By helping people embrace life changes that starts with great hair, this becomes a testament of why Great Hair Changes Everything.”
Credits
Chief Creative Officer: Michael Knox
Group Creative Director: Christopher Lee
Global CD Pantene: Javier Bonilla
Creative Director: Claudia Wong
Creative Director: Jason Cornelius
Creative Director: Laura Petruccelli
Creative Director: Rohan Cooke
Copywriter: Jia She and Lisa Wan
Junior Designer: Kimmy Kong
Business Partner: Duffy Lau
Business Director: Claudia McInerney
Senior Account Director: Jesppie Poon
Senior Account Manager: Frankie Lo
Senior Account Executive: Fred Yeung
Head of Strategy: Owen Smith
Strategic Planner: Alice Atherton
Head of TV Production: John Lo
P&G
Brand Director: Mckey Lin, Yammy Yang
Communication Director: Heidi Wang
Brand Manager: Wilson Li
Communication Manager: Erric Li
