Pantene
Goldie
Pantene has always been at the forefront of innovation. With the launch of the new product Pantene Goldie, a campaign emerged that was captivating and visually stunning. The work was shaped by close alignment with the forward-thinking approaches of the Grey and Townhouse teams in New York. The content was designed to challenge expectations in this category.
With Goldie, Pantene moved beyond traditional advertising approaches to craft a hair transformation narrative that extended past a product-only focus. The work aimed to build a complete sense of the Goldie world, drawing viewers into a captivating and enchanting journey.
The pearls were depicted as instantly melting into the cream, which, in turn, melted into the hair strands. The swirling and hypnotic textures portrayed a soothing and satisfying repair experience, while also introducing a surreal and captivating element. The dissolving pearls visually represented the immediate infusion of health and nutrients into the hair.
The CGI production enhanced the visual storytelling, creating a fully immersive and enchanting world for the audience. The concept captured the essence of Pantene Goldie’s innovation, offering a hair care experience like never before.
As part of the campaign, a 30-second film was produced, along with a 15-second cut for social media and five key visuals for use in retail and out-of-home advertising. One of the films on YouTube alone reached an impressive 24 million views.
