P&G Creates Positive Change in Japan

 

Procter & Gamble in partnership with Grey Tokyo recently launched The Pantene Effect:
A Japan Story, a brand-focused video which demonstrates how Pantene products make everyday life better for ordinary Japanese.

 

The Pantene Effect video chronicles the stories of two female snowboard instructors at a ski resort in Gifu who are faced with daily hair woes: dry and da maged hair from UV rays and dry air. A
P&G Blue Box containing Pantene products is delivered to their dorm to help them treat damaged hair. 14 days later, the changes are visible not only to them, but also those around them, who observed that they were brighter and happier.

 

The Pantene Effect: A Japan Story is the third in a series of brand-focused videos developed
by Grey Tokyo for the Japanese market. Earlier videos, The Ariel Effect: A Japan Story was about giving a boost of motivation to aspiring young chefs by keeping their white uniforms and aprons white and clean; and The Everyday Effect: A Japan Story focused on giving self-conscious homemakers and stay-home mothers a helping hand to build their confidence in inviting guests over to their homes. The challenge in executing the series of before-and-after videos was the Japanese communication style itself, often epitomized by subtlety and nuances. Unlike their Western counterparts, the Japanese tend to be more reserved and hesitant when expressing their emotions.

 

The tone of the campaign therefore could not be too overt and aggressive in relaying the campaign’s message as it would not appeal to the local audience. So the team kept it authentic and relevant by highlighting issues ordinary Japanese face daily: relatable situations such as dried and damaged hair, as well as hard-to-remove stains and odors on clothes.

 

“We’re proud to lead the creative execution for P&G’s “The Everyday Effect” in Japan,” said Kanji Miyagawa, Group Creative Director, Grey Tokyo. “The challenge was to translate the global message, make it relevant to our local audience and to encourage consumers to cross-brand trial.
We’ve delivered the brief through our brand-focused videos which ultimately aim to build a stronger connection between consumer and P&G for further business growth,” he explained.

Earlier campaign videos: The Ariel Effect: A Japan Story

Aspiring chefs in a restaurant in Kyoto, Japan, often face the problem of tough stains on their white cooking uniforms. In fact, with grease and dirt on it, they could not face the guests as it would be a disgrace to the restaurant’s name.

A P&G Blue Box arrives in their restaurant, containing Ariel products. When they use this detergent, it not only cleans all stains and dirts, but their clean, white uniform also helps to motivate them and focus better on cooking.

 

View the video here:

The Everyday Effect: A Japan Story

Young mothers are often reluctant and hesitant in inviting other mommy-friends over as they are self-conscious about their homes. A P&G Blue Box is each delivered to their homes, containing products that give off pleasant scents. They start to invite friends over and because of the compliments that they are receiving, they feel good about themselves.

 

View the video here:

 

Credits
Agency: Grey Tokyo
Creative Director: Kanji Miyagawa
Art Director: Shiho Kurihara
Producer: Ha Jaeyoung
Account Directors: Yukiko Ochiai, Junko Igarashi
Account Supervisor: Sakiko Horikawa, Tai Kenneth
Director: Tsuguhito Fujioka
DOP: Kozo Natsumi