The agency’s PR campaign, Pantene Beautiful Lengths, won the prestigious Consumer Marketing award at the annual Public Relations Institute of Australia (PRIA) NSW and National Golden Target Awards, which recognise excellence in the Public Relations industry.
The Pantene Beautiful Lengths campaign encouraged people to grow and donate their hair to Pantene, who created real hair wigs for women undergoing cancer treatment, in partnership with the charity Look Good…Feel Better. Over 6,000 ponytails have been donated to date and 400+ wigs distributed across Australia and New Zealand.
Pantene wanted to engage core consumers on a brand level by giving them a reason to emotionally connect and engage beyond a product launch or promotional initiative, whilst providing Pantene the opportunity to give back to the community as a worldwide leader in hair care products.
The Consumer Marketing category is one of the most heavily contested at the annual event – often attracting the highest number of entries across the country.
“This is a wonderful recognition for the agency and its commitment to help drive the Pantene business on behalf of our client, Procter & Gamble,” says Gary Saunders, Co-Founder of Tomorrowland Group.
Agency: Tomorrowland Group