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Hair stylist dishes out makeovers and relationship advice in Singles Day campaign for Pantene

Grey Hong Kong has created a “break-up salon” in a Singles Day campaign for Pantene where a stylist – played by Chinese chat show host Jiang Si Da – dishes out new haircuts, along with relationship advice.

The campaign converted a Shanghai salon into “The Breakthrough Salon”, where the newly-single were invited to change their hairstyles and share their break-up stories.

The campaign features a series of above-the-line ads where three women open up about their relationships, and, after ditching their current look, are seen following their dreams.

Under the slogan ‘Turn break-ups into breakthroughs’ the marketing push aims to illustrate how a new hairstyle can give people a new lease of life. The hairstyles are named after the reasons for the breakup.

The campaigns sits under Pantene’s new brand platform ‘Great Hair Changes Everything’.

Grey Hong Kong chief creative officer Michael Knox said: “Whether it’s a Blow Wave Him Goodbye or a See You Around Bob, we’re hoping The Breakup Salon helps more people discover great hair is the best revenge.”

P&G brand director Mckey Lin added: “Seeing people go from breakup to breakthrough brings to life our brand and ambition. And being able to provide this platform was a first for our brand. By helping people embrace life changes that starts with great hair, this becomes a testament of why Great Hair Changes Everything.”

Credits:

Michael Knox, Chief Creative Officer

Christopher Lee, Group Creative Director

Claudia Wong, Creative Director

Jason Cornelius, Creative Director

Laura Petruccelli, Creative Director

Rohan Cooke, Creative Director

Jia She and Lisa Wan, Copywriter

Kimmy Kong, Junior Designer

Duffy Lau, Business Partner

Claudia McInerney, Business Director

Jesppie Poon, Senior Account Director

Frankie Lo, Senior Account Manager

Fred Yeung, Senior Account Executive

Owen Smith, Head of Strategy

Alice Atherton, Strategic Planner

John Lo, Head of TV Production

P&G

Brand Director: Mckey Lin, Yammy Yang

Communication Director: Heidi Wang

Brand Manager: Wilson Li

Communication Manager: Erric Li

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