ISSUE : Pantene, being the No.1 haircare brand in Japan, started to look like a safe brand. It became too Japanese. It was doing well, but started to loose shares to brands that took risks. Our challenge was to make Pantene fresh and part of the new conversation, be provocative, challenge the usual, thus behave like a leader.

CONSUMER INSIGHT : On a more personal level, breaking away from expectations is completely new territory for someone in their mid 20s. They have come out of a stressful process that has prepared them for life but never asked them who they are or what they really want. Finding out what matters to themselves is a process of discovery that has just started.

CONVERSATION STARTER : Am I, who I really want to be? With inner strength you will.

SOLUTION : Challenge the usual Japanese way of life, showcasing that, when you are strong, going against the wave, doesn't make u weak, just makes you stronger.

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THE NEW PERFECTION

Perfume is considered to be Japan's most thrilling pop band. One of its most popular song is called 'LOVE THE WORLD', where they ask Japanese people to not look for the obvious way, that its okay to be different and curious. Pantene joins hands with them to recreate this most loved song in a fresh new way.

FILM IDEA - ASSEMBLY LINE

Japan girls are programmed to be 'Ready for life', but not for the life they necessarily dream of.

The clean factory images are constrasted with urban scenes of Tokyo Girls New  Generation (SATORI) embracing new choices, defying their buts.

EXAMPLE : A girl in a window looks at 2 outfits, a long and A short skirt. Cut to her  with the short one.

EXAMPLE : While camera in factory, focused on same hair of each doll, Camera cuts  to urban scens with Tokyo New Girls Generation (SATORI) with different hair styles.

Urban scenes also morph at some point into beautiful illustration that bring to life a  world of color and empowerment.