Elastic Group

PANTENE

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DESCRIPTION

This campaign was created around the disappointing insight that 57% of women stop playing sport by the age of 24. Pantene wanted to address this issue and put their support behind women’s sport through the Ribbon of Strength.

Three incredible female athletes fronted the campaign, all passionate about their chosen sports and their wishes to have more participation from women in sport. Working collaboratively with Herd MSL, this was an incredible campaign to work on and bring the script to life, creating a powerful piece of content that has been well received by audiences.

The campaign included multiple deliveries for each channel to maximise the footprint and reach as many eyeballs as possible, helping to raise awareness of women in sport and promote Pantene’s Strong is Beautiful message.

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INSIGHT

Research revealed over half of all women stopped playing sport by their mid 20s. The biggest barrier – lack of confidence and self-doubt.


THE IDEA

A simple piece of fabric that helps women send a message of strength and confidence. The Ribbon is braided into the hair – a physical and metaphorical symbol to encourage greater female participation in sport. In year one, three sporting legends shared their messages of strength, and inspired thousands of women at grassroots communities across Australia to join them. In year two the brand partnered with the Westfield Matilda’s to explore criticism and judgement about women in sport. And in year three, we partnered with Sydney Mardi Gras to tell the story of LGBTQI athletes.

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RESULTS

With strong sales Daikin have successfully maintained their #1 Air Conditioning brand position in market. The integrated campaign consisted of TVC’s, social assets, display, OOH as well as a 50yr anniversary logo. As part of the extended campaign our dynamic DOOH also won Best Use of Digital in the Outdoor Media Association’s Creative Competition.
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PANTENE // RAINBOW ROS

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PANTENE // RIBBON OF STRENGTH

OTHER WORK

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