HAIR SAMBA by Grey Sao Paulo for Pantene

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HAIR SAMBA

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Industry Cosmetics & beauty products, Shampoos
Media Design & Branding
Market Brazil
Agency Grey Sao Paulo
Art Director Leandro Castilho, Guy Costa
Copywriter Alexandre Scaff
Designer Rosa Magalhães
Released March 2011

Credits & Description

Category: Exhibitions & Live Events
Advertiser: PROCTER & GAMBLE
Product/Service: PANTENE
Agency: GREY BRASIL
Date of First Appearance: Mar 6 2011
Entrant Company: GREY BRASIL, São Paulo, BRAZIL
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)
Producer: EDIT 2 (Grey Brasil)
Designer: Rosa Magalhães (Vila Isabel Samba School)
Account Manager: Letícia Thenard (Grey Brasil)
Account Manager: Andrea Fernandes (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 brief from the client
In Brazil Pantene is regarded as a gringo product. The brief was: let’s make Pantene closer from the brazilian woman. Let’s make Pantene more Brazilian.

Describe the challenges and key objectives
In Brazil Pantene is regarded as a gringo product. We needed to make it more Brazilian.

Describe how you arrived at the final design
Pantene created the parade theme for the samba school around hair costumes, and also designed the floats.

Give some indication of how successful the outcome was in the market
A one and a half hour TV commercial for Pantene in the most important TV network in Brazil, which not only is not for sale, but also, had never been done before.
An experience for the 60.000 people there and 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.