It's not just a bad hair day. It's a bad day. When Pantene stopped distributing its curly hair cream Israeli women didn't take it lying down. Grey decided to answer the complaints on social media one by one, turning their bad days into good days.

When the women shared their good day experienced, everything turned around, including Pantene's bringing the product line back.

Client: Pantene Agency: Grey Tel-Aviv Executive Creative Director: Tal Riven Creative Director: Idan Regev Copywriter: Kobi Cohen Art director: Ira Gimpelevich Executive Client manager: Anat Leventon Supervisor: Mor Reuveny Planner: Omri Gitter Digital Producer: Ran Rolnizke Digital Director: Yuval Hollander Special Projects Producers: Galit Siman-Tov Photographer: Oron Caspi Production Company: Green Productions Producer: Ronen Hoffman Video Editor: Ilan Manor Sound: Signal Music & Sound Ideas Original Music: Roy Dotan Narrator: Orly Rabinian

about the author

kidsleepy CD copywriter with 18 years experience who has worked in many cities including New York, Atlanta, Montreal and currently Los Angeles. I snark because I care.

Comments (2)

  • Dabitch's picture

    Responsive advertising. Cute.

    May 21, 2014