Campaign details

Brand: Pantene
Brand owner: Procter & Gamble
Lead agency: MediaCom Connections Israel, Adler Chomski (Grey Israel)
Contributing agencies: Stern Ariely Saar
Country: Israel
Industries: Hair care
Media channels: Mobile & apps, Online video, Outdoor, out-of-home, Point-of-purchase, in-store, Public relations, Social media, Word of mouth, advocacy
Budget: 500k - 1 million

Executive summary

As part of an ongoing Strong is Beautiful campaign for Pantene, Beautiful Lengths is a global charity drive that allows individuals to donate hair to women who have lost their own due to cancer treatment. Hair donations are used to make wigs from real hair. These free wigs are distributed via a network of wig banks. Monetary donations are also possible via the purchase of specially marked Pantene packs.