HAIR ART POSTER CAMPAIGN

Credits & Description:

Category: Posters
Advertiser: PROCTER & GAMBLE
Product/Service: PANTENE PRO-V
Agency: GREY WORLDWIDE INDIA
Date of First Appearance: Dec 10 2009 12:00AM
Entrant Company: GREY WORLDWIDE INDIA, Mumbai, INDIA
Chief Creative Officer: Shalini Dam (Grey Worldwide India)
Creative Director: Sham Ramachandran (Grey Worldwide India)
Creative Director: Vishnu Srivatsav (Grey Worldwide India)
Group Head - Art: Abhinav Karwal (Grey Worldwide India)
Media placement: POSTER - Supermarkets - 10-12-2009 / 2 Weeks
Media placement: POSTER - Supermarkets - 10-12-2009 / 2 Weeks
Media placement: POSTER - Supermarkets - 10-12-2009 / 2 Weeks

Describe the challenges and key objectives

While most advertising establishes either of the promises, long or strong, the challenge was to establish both propositions in an evocative manner.

Describe the brief from the client

The brief was to establish Pantene's promise of long and strong hair, with limited budgets.

Describe how you arrived at the final design

We decided to play on the string art form, and used a single strand of hair to create pieces of art, thus establishing not just long, but strong hair.

Give some indication of how successful the outcome was in the market
The campaign ran for a period of two weeks and the outlets where the posters were put up performed 22% better than the outlets where it wasn't put up.