Mesh Maktal
Associate Creative Director at Grey Group
New York, United States
Campaign Beautiful Lengths - Procter & Gamble
Advertiser Procter & Gamble
Brand Pantene
Product Beautiful Lengths
Business Sector Hygiene & Personal Care Products
Tagline Every Little Bit Helps
Story A six year old girl is purposefully cutting the hairl off her dolls. She hands it to her mom who has tears (of gratitude) as she is a cancer patient.
Philosophy In order to give people a meaningful way to help, Grey developed Print/TV advertising which sought to encourage people to grow, cut and donate their healthy hair to create wigs for women who have lost their hair due to cancer treatment. Our print PSA featured award-winning celebrity spokesperson Diane Lane who’s purpose served to get the word out about the campaign’s call to action. In addition, Diane helped launch the campaign by cutting and donating her own hair this July on national television. Our TV advertising served as an emotional reason for women to get involved in the program by driving emotion of the cause; uplift and nurture other women by inspiring acts of extraordinary personal generosity. A deliberate call to the beautiful length’s website was incorporated within the advertising.
Problem 58 percent of women consider hair loss to be the worst side effect when undergoing chemotherapy and eight percent of these women may avoid potentially life-saving treatment altogether because of their hair loss fear.
Result Key Highlights: 148,172 website page views, passed year one goals of 6000 hair returns with 6110 before end of year, Gold ADDY Award for “Dolls” spot, Mobius Award for “Dolls” spot, EMMY nomination for “Dolls” spot, Ad Age Spot of the Week for “Dolls”.
Media Type Television
Market United States
Account Executive
Creative Director
Agency Producer
Executive Creative Director
Creative Director
Account Executive
Art Director
Music Company / Composer
Editing Company
Production Company

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