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Pantene Japan collaborates with corporates to break stereotypes around ‘job hunting’ hairstyles

Pantene Japan has launched the latest iteration of its ongoing ‘Hair We Go: My Hair Moves Me Forward’ campaign. ‘More Freedom in Job Hunting Hair’ is aimed at young women seeking employment in Japan. The campaign has been created by Grey Tokyo and takes on the unspoken rule of the ‘job hunting’ hairstyle in Japan – black hair pulled into a tight ponytail.

This year, Pantene surveyed 300 human resource professionals. While 78% of these were for less conformity in ‘job hunting’ hairstyles, they were unsure of how to go about accomplishing this task. 

And so Pantene collaborated with 139 companies – both branches of the government and corporates – for a campaign including print ads and out of home that featured actual employees with atypical hairstyles, to help the job-seekers be more authentic. 

P&G Asia Pacific focus market hair care associate brand director Yoshiaki Okura said: “Through this project, we sincerely hope that the individuality of each job seeker can be well-respected, bringing forward a positive engagement in job hunting.”

Grey Tokyo creative director Ryuma Kodaka added: “For the second year of this campaign, we were able to push the project well beyond an advertisement and deliver results of actual social and behavioural change. 

“We wanted to express the magnitude of this change by displaying the 139 company logos and the confident and satisfied faces of their employees. I think we will see more companies following suit where they will encourage a student’s individuality and creativity as they go through the job hunting process. ”

P&G took off from last year’s ‘More Freedom in Job Hunting Hair’ campaign which featured candid feedback from one thousand job seekers.

Credits: 

Agency: Grey Tokyo

Creative director: Ryuma Kodaka

Art director: Shota Ishikawa

Interactive art director: Katsuhiro Fujimoto

Senior copy writer: Yukika Anan

Chief designer: Tatsuo Tamaru

Executive planning director: Rui Nago

Planner: Satomi Nagata

Producer: Daijiro Yamakawa

Digital producer: Yoshiaki Saito

Digital producer: Ryohei Ishizuka

Senior account director: Sayaka Adachi

Account supervisor: Hirohito Maruyama

Account executive: Melissa Lim

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