Pantene: Beautiful Lengths

Pantene, the hair-care brand, revived the Beautiful Lengths campaign in Israel by communicating the opportunity to remove a cancer sufferer from a billboard.

Campaign details

Brand: PanteneBrand owner: Procter & GambleLead agency: MediaCom Connections Israel, Adler Chomski (Grey Israel)Contributing agencies: Stern Ariely SaarCountry: IsraelIndustries: Hair careMedia channels: Mobile & apps, Online video, Outdoor, out-of-home, Point-of-purchase, in-store, Public relations, Social media, Word of mouth, advocacyBudget: 500k - 1 million

Executive summary

As part of an ongoing Strong is Beautiful campaign for Pantene, Beautiful Lengths is a global charity drive that allows individuals to donate hair to women who have lost their own due to cancer treatment. Hair donations are used to...

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