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Pantene erects giant billboard made of ‘hair’ to highlight pollution damage

Pantene Thailand has made an unusual departure from the normal mane-tossing shampoo ad by erecting several gigantic billboards made of ‘hair’ for its latest campaign.

The Procter & Gamble-owned brand and agency GREYnJ United created ‘The Hair Falling Billboard’, a series of enormous outdoor ads made to mimic human hair.

Using a the real-time air pollution measurement system, the billboard released a lock of hair every time the air pollution index exceeded the acceptable standard of 50 PSI.

In just 10 days, all the hair on the billboard had completely fallen down. However, revealed behind the hair is an ad for Pantene’s hair fall control series.

Running in several different Thai cities during the months of June until September, the campaign also consisted of an online film and PR coverage on a number of beauty, lifestyle websites and blogs. 

“Pollution and hair fall are two major yet oft-neglected issues by many in Thailand,” said agency creative director Irvine Prisilia. “With Pantene Hair Fall Control Series, we wanted to introduce a ‘shock” factor to generate widespread awareness and move people to take action for the issues. Supported by outdoor activations, and online initiatives, the Hair Falling Billboard far exceeded its desired result, reinforcing Pantene’s commitment to hair health.”

The World Health Organisation has in the past called air pollution “a public health emergency”, causing an estimated 6.5 million deaths in 2012, with the majority of these occurring in Asia.

Nearly 49,000 people died from air pollution in Thailand in 2013, according to a joint World Bank and University of Washington.

Credits:

Creative agency: GREYnJ United

CCO: Jureeporn Thaidumrong

CEO: Subbaraju Alluri

MD: Kanaporn Hutcheson

Group client service director: Kanokkorn Seehapan

Creative directors: Apiwat Pattalarungkhan, Irvine Prisilia

Copywriter: Tanongsak Tannoprat, Jidapa Udomkittivorakul

Art director: Atthapong Rakkhatham

Account director: Kantharat Teerarojjanawong

Account executive: Nutnaree Harussadeechavalit

Planning director: Navinda Kittisubkul

Digital media director: Pojanee Sowantip

Agency producer: Anuchit Sannopphakun

Agency traffic: Kulpalee Suwannatat

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