It began with the insight coming from a study Pantene conducted with Yale University: hair is the number one indicator of identity. Around the same time, Pantene changed their brand purpose from “More great hair days for women” to “More great hair days for everyone”. This small, yet pivotal change opened the question and the brief: how do we fill this brand purpose with meaning, not just messaging? The goal then became to tell a story of identity and the power of hair in a way that engages society towards something meaningful.

The strategic direction led us to an ownable territory where Pantene could make an impact in showing that great hair days are for everyone. But how? By replacing the old narrative with new, real stories. Moving from the idea of hair as something tied to gender, to the concept of Hair Has No Gender. Under this creative umbrella, the idea was to let different ambassadors tell their non-scripted stories of what hair has meant for them. From the personal sphere to the workplace – one focus for each year of the three-year campaign. To fully own the territory, we also partnered with the organization The Dresscode Project, donated over 100k USD on top of local activations and provided education as well as job opportunities.