Rivalry between university students spills over into hairstyles in new campaign for Pantene China

Pantene has launched a campaign to coincide with the start of the new academic year for University students in China. Created by Grey Hong Kong, the campaign is called ‘Freshman Fresh Look’ under Pantene’s ongoing ‘Great Hair Changes Everything’ platform. 

The campaign taps into the freedom that university students have to change their hair styles – something that they are not allowed to do in school. The film is about a rivalry between two friends Lori and Pan, set to a soundtrack that is heavily inspired by the world of video games.

The campaign is the first from Pantene in a vertical format, created for popular Chinese social media app Douyin. Speaking about the campaign Grey Group Hong Kong group creative director Christopher Lee said: “Creating content inspired by moments that make university students anxious during their freshman month, we told this quirky story to show that a new look can change a student’s outlook.

“As the first vertical-format video for Pantene on Douyin, we were able to generate a historical high in engagement rate during the launch.”

Apart from the film, Pantene has tapped into content from key influencers for the university student demographic who highlight the benefits of great hair. As a part of the social media activation leg of the campaign, Pantene has also invited its users to post their own before and after posters, while sharing stories of how a new look positively impacted their lives. Credits

Group creative director: Christopher Lee

Brand experience creative director: Jason Cornelius

Creative director: Claudia Wong

Senior copywriter: Jia She

Art director: Kimmy Kong

Business partner: Duffy Lau

Senior account director: Jesppie Poon

Senior account manager: Frankie Lo

Senior account executive: Fred Yeung


Brand director: Mckey Lin, Yammy Yang 

Communication director: Heidi Wang 

Brand manager: Tingting Wu, Celia Huang, Iris Wu

Communication manager: Erric Li


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