Pantene created a Pro-Conditioner called "3-MINUTE-MIRACLE-CONDITIONER', that was able to repair and protect hair in its most extreme and critical conditions. Our job was to create communication materials that resonated that same in a more dramatic yet effective and genuine way. Therefore creating visual languages that was all about hair at it's best state.. almost miraculously reaching there!
For the first time we let the hair do the talking. It was not about the celebrity and her glamour and then her hair. It was the other way around. Therefore we did a back hairshot for the first time which showed genuinely amazing hair that you just can't help but touch.
It became one of the most successful product launches in the brand and it's communication materials are being adapted and replicated worldwide to bank on it's success.