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毛茸茸的故事
案例简介：背景 影响统一的社会 在日本，人们被迫遵循一种社会标准。表现或出现与规范不同的行为不仅是灰心的，而且是受压迫的。 它从孩子开始 而这种对儿童的文化压迫是巨大的。虽然欺凌是一个全球性的问题，但日本的情况更加令人担忧。一个与其他人不同的孩子将成为目标。所以，父母告诉他们的孩子要以某种方式行事 (即使它与他们的本性不同)，只是为了适应。 帕滕能做些什么来打破诺言？ 潘婷认为，差异是值得骄傲的事情。差异正是我们的原因。作为一个护发品牌，我们如何能不畏规范，激励下一代的父母和孩子，做到对自己的独特性，欣赏和爱自己的独特性？ 描述创造性的想法 (投票30%) 我们创作了一件 “海里的故事” -- 一个让差异感到欣慰的故事 我们找到了理想的头发模型来打破文化规范。她的名字是Baby Chanco，一个来自日本京都的1岁女孩，她因头发而出名-如此丰富和奢华，使她成为Instagram上的明星。她的母亲玛米 · 卡诺 (Mami Kano) 一直在张贴女儿非凡的满头头发，只是因为她认为它很可爱，喜欢它。但一开始，她得到了许多负面评价，如 “她应该理发” 和 “我感到遗憾，因为她被公开嘲笑”。潘婷以新的活动 “# HairWeGo-我的伟大的头发移动我前进” 为特色，鼓励下一代的父母和孩子无畏地表达自己，而不是隐藏他们或使他们正常化。 描述策略 (投票20%) 女性有顺差的条件。 与32,773消费者进行的一项研究显示，53% 日本女性 (10-20岁年龄组) 说: “当我与他人不同时，我总是感到不安” (与42%，男性10-20岁) 新一代的父母和儿童是关键 这种担心他们分歧的倾向是从小就建立起来的。尤其是女孩子，父母不断地告诉她们，和谐从众是美德。女孩长大后相信最好还是和其他人一样。 通过《婴儿钱集》的故事，潘滕恩庆祝了不同的美丽 潘婷认为，分歧应该被庆祝，而不是批评。我们的差异正是我们的原因。通过Baby Chanco和她母亲的故事，我们传达了这样的信息: 看起来与众不同是可以的，当你爱你的差异时，你的世界是一个更好的地方 描述执行 (投票的20%) HAIRY TALE VIDEO 我们创作了一个可爱的绘本风格的视频，名为 “毛茸茸的故事”，讲述了她自己和她的母亲热爱和珍惜女儿的头发，并与其他人一样对抗强迫她的压力。 在她的生日上发布 我们在12月23日，也就是她1岁生日的她的Instagram上发布了这段视频，在那里我们认识了她。来自不同国家的300,000名追随者会喜欢它，并开始谈论它。 项目完结，系统自动填充内容 毛茸茸的故事也被变成了绘本，在日本各地的学校发行。 “HAIR WE GO” 新年决议 我们在1月7日发布了报纸广告，这是新年假期后的第一天，许多日本人在社交媒体上表达了新年的决心。随着 “# HairWeGo for 2019” 的一句 “# HairWeGo”，我们与电视播音员佐藤近藤 (Sato Kondo) 一起展示了Baby Chanco，Sato Kondo让她的头发变得灰色而受到鼓掌。 列出结果 (投票30%) HAIRY TALE成为全球文化现象 没有任何视频广告植入，毛茸茸的故事获得了超过21.4亿美元的媒体印象价值4.5MM免费媒体。通过830MM的社交媒体活动，我们引发了一场关于与众不同的重要性的对话。SNS的评论充满了感人的帖子，比如: “你让我意识到不同是非常宝贵的!”，“我泪流满面。我儿子也有很多头发，我在他6个月的时候剪了它。我很后悔 ”，“ 我差点哭了。我希望我的孩子们长大后为他们的不同而自豪。“ 海尔 · 塔尔在全国和全球范围内被提名 208日本和569国际媒体的不同类别的作品，包括: ABC，CBS，和NBC新闻，CNN，今天，华盛顿邮报，标准晚报，人民，Vogue等。 项目完结，系统自动填充内容 期间，市场份额增长与1年前的指数112？？ 请告诉我们激发您的活动的社会行为和/或文化见解 抗击均匀和符合性的头发 在全球范围内，潘婷是通过头发扩大女性可能性的品牌。在日本，阻碍女性的最大社会压力是统一和从众。潘婷和她的母亲决定一起对抗规范。 不仅仅是婴儿钱科.萨托 · 康多是另一个图标。 让这场运动在日本空前对话的关键不仅是Chanco Baby Chanco还有电视播音员Sato Kondo，他一直因为让她的头发变得灰白而受到掌声。她过去常常染着头发出现在电视上。利用她刚刚开始在电视上露头的自然白发的势头，我们在视频中介绍了她与Baby Chanco一起作为解说员和新年报纸广告，这导致了媒体对208和1.5 b的报道
毛茸茸的故事
案例简介：Background SOCIETY THAT IMPOSES UNIFORMITY In Japan people are pressured to follow a social standard. Behaving or appearing different from the norm is not only discouraged but oppressed. IT STARTS FROM CHILDHOOD And this cultural oppressions on children is huge. Although bullying is a global problem, the situation in Japan is more alarming. A child who is different from the others will be a target. So, parents tell their children to be or to behave in a certain way (even if it is different from their nature), just to fit in. WHAT CAN PANTENE DO TO BREAK THE NORM? Pantene believes that differences are something to be proud of. Differences are exactly what makes us who we are. As a haircare brand, how can we defy norms and inspire next generations of parents and children to be true to themselves and to appreciate and love their uniqueness? Describe the creative idea (30% of vote) WE CREATED A “HAIRY TALE” – A STORY OF CELEBRATING THE DIFFERENCE We found the ideal hair model to break the cultural norm. Her name is Baby Chanco, an adorable 1-year-old girl from Kyoto Japan who has become famous for her hair – so abundant and luxurious that it has made her an instant Instagram star. Her mother Mami Kano has kept posting her daughter’s extraordinary full head of hair just because she thinks it’s cute and loves it. But at the beginning she got many negative comments such as “she should get a haircut” and “I feel sorry because she is exposed to public ridicule”. Pantene featured the story of Baby Chanco and her mother for its new campaign “#HairWeGo – My Great Hair Moves Me Forward” to encourage next generation of parents and children to fearlessly express themselves, and not to hide them or normalize them. Describe the strategy (20% of vote) WOMEN ARE CONDITIONED TO SHUN DIFFERENCES. A research conducted with 32,773 consumers reveals that 53% of Japanese females (age group 10-20 years) say “I always feel uneasy when I am different from others” (vs. 42%, men 10-20 years) A NEW GENERATION OF PARENTS AND CHILDREN IS THE KEY This tendency of worrying about their differences is built since childhood. Especially for girls, parents keep telling them that harmony and conformity are virtuous. Girls grow up believing that it’s better to be the same as everyone else. THROUGH THE STORY OF BABY CHANCO, PANTENE CELEBRATES THE BEAUTY OF BEING DIFFERENT Pantene believes that differences should be celebrated, not criticized. Our differences are exactly what makes us who we are. Through the story of Baby Chanco and her mother, we conveyed the message that it is okay to look different, and when you love your differences your world is a better place Describe the execution (20% of vote) HAIRY TALE VIDEO We created an adorable picture-book-style video called Hairy Tale, the story of Baby Chanco, depicting herself and her mother who loves and cherishes her daughter’s hair and fights pressures of forcing her the same as others. LAUNCHED ON HER BIRTHDAY We launched the video on December 23, her 1-year-old-birthday, on her Instagram where we knew her approx. 300,000 followers from different countries would love it and start talking about it. HAIRY TALE PICTURE BOOK Hairy Tale has also been turned into a picture book, distributed in schools all over Japan. “HAIR WE GO” NEW YEAR RESOLUTION We placed the newspaper ad on Jan 7, the first day after new year vacation when many Japanese express new year resolutions on social media. With the line “#HairWeGo for 2019” we featured Baby Chanco with TV announcer Sato Kondo, who has been applauded for letting her hair grow gray. List the results (30% of vote) HAIRY TALE BECAME A GLOBAL CULTURAL PHENOMENON Without any video ad placement, Hairy Tale earned over 21.4 BILLION media impressions worth $4.5MM free media. With 830MM social media engagements, we ignited a conversation about the importance of being different. SNS comments were filled with touching posts such as; “You made me realize difference is very precious!”, “I was in tears. My son also had voluminous hair and I cut it when he was 6 months. I regret it”, “I almost cried. I want my kids to grow up being proud of their difference” HAIRY TALE WAS PICKED UP NATIONALLY AND GLOBALLY 208 Japanese and 569 international media across categories featured the work, including: ABC, CBS, and NBC News, CNN, Today, Washington Post, Evening Standard, People, Vogue and more. HAIRY-TALE BUSINESS RESULT During the period, market share grew with the index of 112 vs. 1 year ago?? Please tell us about the social behaviour and/or cultural insights that inspired your campaign HAIR THAT FIGHTS UNIFORMITY AND CONFORMITY Globally, Pantene is the brand to expand possibilities of women through hair. In Japan the biggest social pressure holding women back are uniformity and conformity. Pantene and Baby Chanco with her mother decided to fight together against the norm. IT’S NOT JUST BABY CHANCO. SATO KONDO IS ANOTHER ICON. The key to make this campaign unprecedentedly conversational in Japan was not only Baby Chanco but also TV announcer Sato Kondo, who has been applauded for letting her hair grow gray. She used to appear on TV with her hair dyed. Harnessing the momentum that she had just started appearing on TV with her natural gray hair, we featured her in the video as the narrator and new year’s newspaper ad together with Baby Chanco, which resulted in media coverage of 208 and 1.5 b
The Hairy Tale
案例简介：背景 影响统一的社会 在日本，人们被迫遵循一种社会标准。表现或出现与规范不同的行为不仅是灰心的，而且是受压迫的。 它从孩子开始 而这种对儿童的文化压迫是巨大的。虽然欺凌是一个全球性的问题，但日本的情况更加令人担忧。一个与其他人不同的孩子将成为目标。所以，父母告诉他们的孩子要以某种方式行事 (即使它与他们的本性不同)，只是为了适应。 帕滕能做些什么来打破诺言？ 潘婷认为，差异是值得骄傲的事情。差异正是我们的原因。作为一个护发品牌，我们如何能不畏规范，激励下一代的父母和孩子，做到对自己的独特性，欣赏和爱自己的独特性？ 描述创造性的想法 (投票30%) 我们创作了一件 “海里的故事” -- 一个让差异感到欣慰的故事 我们找到了理想的头发模型来打破文化规范。她的名字是Baby Chanco，一个来自日本京都的1岁女孩，她因头发而出名-如此丰富和奢华，使她成为Instagram上的明星。她的母亲玛米 · 卡诺 (Mami Kano) 一直在张贴女儿非凡的满头头发，只是因为她认为它很可爱，喜欢它。但一开始，她得到了许多负面评价，如 “她应该理发” 和 “我感到遗憾，因为她被公开嘲笑”。潘婷以新的活动 “# HairWeGo-我的伟大的头发移动我前进” 为特色，鼓励下一代的父母和孩子无畏地表达自己，而不是隐藏他们或使他们正常化。 描述策略 (投票20%) 女性有顺差的条件。 与32,773消费者进行的一项研究显示，53% 日本女性 (10-20岁年龄组) 说: “当我与他人不同时，我总是感到不安” (与42%，男性10-20岁) 新一代的父母和儿童是关键 这种担心他们分歧的倾向是从小就建立起来的。尤其是女孩子，父母不断地告诉她们，和谐从众是美德。女孩长大后相信最好还是和其他人一样。 通过《婴儿钱集》的故事，潘滕恩庆祝了不同的美丽 潘婷认为，分歧应该被庆祝，而不是批评。我们的差异正是我们的原因。通过Baby Chanco和她母亲的故事，我们传达了这样的信息: 看起来与众不同是可以的，当你爱你的差异时，你的世界是一个更好的地方 描述执行 (投票的20%) HAIRY TALE VIDEO 我们创作了一个可爱的绘本风格的视频，名为 “毛茸茸的故事”，讲述了她自己和她的母亲热爱和珍惜女儿的头发，并与其他人一样对抗强迫她的压力。 在她的生日上发布 我们在12月23日，也就是她1岁生日的她的Instagram上发布了这段视频，在那里我们认识了她。来自不同国家的300,000名追随者会喜欢它，并开始谈论它。 项目完结，系统自动填充内容 毛茸茸的故事也被变成了绘本，在日本各地的学校发行。 “HAIR WE GO” 新年决议 我们在1月7日发布了报纸广告，这是新年假期后的第一天，许多日本人在社交媒体上表达了新年的决心。随着 “# HairWeGo for 2019” 的一句 “# HairWeGo”，我们与电视播音员佐藤近藤 (Sato Kondo) 一起展示了Baby Chanco，Sato Kondo让她的头发变得灰色而受到鼓掌。 列出结果 (投票30%) HAIRY TALE成为全球文化现象 没有任何视频广告植入，毛茸茸的故事获得了超过21.4亿美元的媒体印象价值4.5MM免费媒体。通过830MM的社交媒体活动，我们引发了一场关于与众不同的重要性的对话。SNS的评论充满了感人的帖子，比如: “你让我意识到不同是非常宝贵的!”，“我泪流满面。我儿子也有很多头发，我在他6个月的时候剪了它。我很后悔 ”，“ 我差点哭了。我希望我的孩子们长大后为他们的不同而自豪。“ 海尔 · 塔尔在全国和全球范围内被提名 208日本和569国际媒体的不同类别的作品，包括: ABC，CBS，和NBC新闻，CNN，今天，华盛顿邮报，标准晚报，人民，Vogue等。 项目完结，系统自动填充内容 期间，市场份额增长与1年前的指数112？？ 请告诉我们激发您的活动的社会行为和/或文化见解 抗击均匀和符合性的头发 在全球范围内，潘婷是通过头发扩大女性可能性的品牌。在日本，阻碍女性的最大社会压力是统一和从众。潘婷和她的母亲决定一起对抗规范。 不仅仅是婴儿钱科.萨托 · 康多是另一个图标。 让这场运动在日本空前对话的关键不仅是Chanco Baby Chanco还有电视播音员Sato Kondo，他一直因为让她的头发变得灰白而受到掌声。她过去常常染着头发出现在电视上。利用她刚刚开始在电视上露头的自然白发的势头，我们在视频中介绍了她与Baby Chanco一起作为解说员和新年报纸广告，这导致了媒体对208和1.5 b的报道
The Hairy Tale
案例简介：Background SOCIETY THAT IMPOSES UNIFORMITY In Japan people are pressured to follow a social standard. Behaving or appearing different from the norm is not only discouraged but oppressed. IT STARTS FROM CHILDHOOD And this cultural oppressions on children is huge. Although bullying is a global problem, the situation in Japan is more alarming. A child who is different from the others will be a target. So, parents tell their children to be or to behave in a certain way (even if it is different from their nature), just to fit in. WHAT CAN PANTENE DO TO BREAK THE NORM? Pantene believes that differences are something to be proud of. Differences are exactly what makes us who we are. As a haircare brand, how can we defy norms and inspire next generations of parents and children to be true to themselves and to appreciate and love their uniqueness? Describe the creative idea (30% of vote) WE CREATED A “HAIRY TALE” – A STORY OF CELEBRATING THE DIFFERENCE We found the ideal hair model to break the cultural norm. Her name is Baby Chanco, an adorable 1-year-old girl from Kyoto Japan who has become famous for her hair – so abundant and luxurious that it has made her an instant Instagram star. Her mother Mami Kano has kept posting her daughter’s extraordinary full head of hair just because she thinks it’s cute and loves it. But at the beginning she got many negative comments such as “she should get a haircut” and “I feel sorry because she is exposed to public ridicule”. Pantene featured the story of Baby Chanco and her mother for its new campaign “#HairWeGo – My Great Hair Moves Me Forward” to encourage next generation of parents and children to fearlessly express themselves, and not to hide them or normalize them. Describe the strategy (20% of vote) WOMEN ARE CONDITIONED TO SHUN DIFFERENCES. A research conducted with 32,773 consumers reveals that 53% of Japanese females (age group 10-20 years) say “I always feel uneasy when I am different from others” (vs. 42%, men 10-20 years) A NEW GENERATION OF PARENTS AND CHILDREN IS THE KEY This tendency of worrying about their differences is built since childhood. Especially for girls, parents keep telling them that harmony and conformity are virtuous. Girls grow up believing that it’s better to be the same as everyone else. THROUGH THE STORY OF BABY CHANCO, PANTENE CELEBRATES THE BEAUTY OF BEING DIFFERENT Pantene believes that differences should be celebrated, not criticized. Our differences are exactly what makes us who we are. Through the story of Baby Chanco and her mother, we conveyed the message that it is okay to look different, and when you love your differences your world is a better place Describe the execution (20% of vote) HAIRY TALE VIDEO We created an adorable picture-book-style video called Hairy Tale, the story of Baby Chanco, depicting herself and her mother who loves and cherishes her daughter’s hair and fights pressures of forcing her the same as others. LAUNCHED ON HER BIRTHDAY We launched the video on December 23, her 1-year-old-birthday, on her Instagram where we knew her approx. 300,000 followers from different countries would love it and start talking about it. HAIRY TALE PICTURE BOOK Hairy Tale has also been turned into a picture book, distributed in schools all over Japan. “HAIR WE GO” NEW YEAR RESOLUTION We placed the newspaper ad on Jan 7, the first day after new year vacation when many Japanese express new year resolutions on social media. With the line “#HairWeGo for 2019” we featured Baby Chanco with TV announcer Sato Kondo, who has been applauded for letting her hair grow gray. List the results (30% of vote) HAIRY TALE BECAME A GLOBAL CULTURAL PHENOMENON Without any video ad placement, Hairy Tale earned over 21.4 BILLION media impressions worth $4.5MM free media. With 830MM social media engagements, we ignited a conversation about the importance of being different. SNS comments were filled with touching posts such as; “You made me realize difference is very precious!”, “I was in tears. My son also had voluminous hair and I cut it when he was 6 months. I regret it”, “I almost cried. I want my kids to grow up being proud of their difference” HAIRY TALE WAS PICKED UP NATIONALLY AND GLOBALLY 208 Japanese and 569 international media across categories featured the work, including: ABC, CBS, and NBC News, CNN, Today, Washington Post, Evening Standard, People, Vogue and more. HAIRY-TALE BUSINESS RESULT During the period, market share grew with the index of 112 vs. 1 year ago?? Please tell us about the social behaviour and/or cultural insights that inspired your campaign HAIR THAT FIGHTS UNIFORMITY AND CONFORMITY Globally, Pantene is the brand to expand possibilities of women through hair. In Japan the biggest social pressure holding women back are uniformity and conformity. Pantene and Baby Chanco with her mother decided to fight together against the norm. IT’S NOT JUST BABY CHANCO. SATO KONDO IS ANOTHER ICON. The key to make this campaign unprecedentedly conversational in Japan was not only Baby Chanco but also TV announcer Sato Kondo, who has been applauded for letting her hair grow gray. She used to appear on TV with her hair dyed. Harnessing the momentum that she had just started appearing on TV with her natural gray hair, we featured her in the video as the narrator and new year’s newspaper ad together with Baby Chanco, which resulted in media coverage of 208 and 1.5 b
毛茸茸的故事
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The Hairy Tale
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