Sophie Chen
Aug 1, 2013

P&G blue boxes bring positive change to ordinary Japanese

TOKYO – Procter & Gamble has launched The Pantene Effect: A Japan Story, a brand-focused video, to showcase how Pantene products make changes to the daily lives of ordinary Japanese.

The Pantene Effect video shows two female snowboard instructors at a ski resort in Gifu whose damaged hair suffers from UV rays and dry air. By using Pantene products, they see visible changes after 14 days.

This is the third in a series of brand-focused videos developed by Grey Tokyo for the Japanese market. Another two earlier videos include The Ariel Effect and The Everyday Effect.

As the Japanese tend to be more reserved and hesitant when expressing their emotions, it put the challenge on executing the series of before-and-after videos. The agency kept the tone of the campaign authentic and relevant by highlighting issues ordinary Japanese face daily.

Kanji Miyagawa, group creative director at Grey Tokyo, also said the challenge was to translate the global message, and make it relevant to the local audience and to encourage consumers to cross-brand trial.



Agency Grey Tokyo
Creative director Kanji Miyagawa
Art director Shiho Kurihara
Producer Ha Jaeyoung
Account directors Yukiko Ochiai, Junko Igarashi
Account supervisor Sakiko Horikawa, Tai Kenneth
Director Tsuguhito Fujioka
DOP Kozo Natsumi


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