A fun guerrilla campaign to promote Pantene Anti-Breakage Shampoo has just been deployed in Toronto, Canada.
The campaign uses enormous braids a la Rapunzel that dangle from buildings, complete with a dummy of a man climbing them. The obvious nod to the well-known fairytale is used to demonstrate the outstanding effect of the shampoo which promises hair so strong that a man can use it as a rope to climb.
I give it zero for originality, but two thumbs up for execution and the ability to turn heads and deliver its message, which is what really counts.
The hairy campaign was created by Grey Canada agency, with creative director Rick Kemp and art director Nicole Ellerton. Swayze Props and Sets was used to build the prop and production was by Full Serve Productions.
Check out some more fairytale inspired features:
What's Driving This Trend
- Guerrilla Marketing
- Opportunity for businesses to create unconventional and eye-catching campaigns to capture consumer attention.
- Storytelling Advertising
- Opportunity to use well-known fairytales and narratives to engage and resonate with consumers in advertising campaigns.
- Personal Care Products
- Opportunity to market specialized and innovative personal care products that promise unique benefits, such as anti-breakage qualities.
Who This Affects Most
- Advertising
- Disruptive innovation opportunities in creating unconventional and attention-grabbing campaigns.
- Film and Production
- Opportunity for prop builders and production companies to support creative and unique marketing campaigns.
- Beauty and Haircare
- Opportunity to develop and market personal care products with unique selling points, such as strength and anti-breakage benefits.
