Campaign details

Brand: Pantene
Brand owner: Procter & Gamble
Lead agency: MediaCom Connections Tel-Aviv
Contributing agencies: ACW Grey Tel-Aviv, Stern Ariely Saar, Grey Content, Google (Waze)
Country: Israel
Industries: Hair care
Media channels: Events & experiential, Integrated, Mobile & apps, Online video, Outdoor, out-of-home, Point of purchase, in-store, Public relations, Social media, Television
Budget: 500k - 1 million

Executive summary

Strong is Beautiful is a global campaign developed by Pantene, the hair care brand, focused on women. Beautiful Lengths integrates this campaign as a global charity drive that allows individuals to donate hair for women who have lost their own due to cancer treatment.

When people donate hair, their donations are made into free, real-hair wigs and distributed via a network of wig banks. Monetary donations are also possible via purchase of specially marked Pantene packs.