Watch the campaign conceptualised by Buzzman Middle East here.
Pantene introduced its new formulation that claims to protect women’s hair from water damage, a concern among women in the Middle East.
To make consumers realise that ‘miracle solutions’ are not effective or sustainable, the launch campaign saw a teaser (above) in which a fictional ‘Pantene Beauty Water’ was billed as ‘the first ever bottled water for hair’. After generating two million views in four days and buzz on social media, a second video revealed the new shampoo formula with oxidation blockers.
The reveal video is here:
Credits
Client: Pantene
Agency: Buzzman Middle East
ECD: Georges Mohammed‐Cherif
Vice president: Thomas Granger
Executive manager: Adil Zghaoui
Copywriters: Robin Iff
Art director: Olivier Baraona
Client servicing: Fadia Al Dandachi, Olivier Lopez
Producer: Heba Kharouf
Media agency: Starcom
PR agency: Leo Comm
Production house: Ta Productions
Director: Nick Vecchi
Exposure: Digital
