Bryant Park & Grand Central Subway Terminal Takeovers
Pantene launched the Art of Healthy Hair Exhibit in both Bryant Park and Grand Central Terminals, two of the most heavily trafficked subway stations in New York City. But this wasn’t just a subway takeover; it was a complete overhaul of the brand. Unlike most beauty and hair care brands, we convinced Pantene to step away from showing celebrities, models and (gasp) even their PRODUCT and instead use fashion illustrations and minimalist colors as the new look and feel for the campaign.
To bring the exhibit to life, we incorporated an interactive element where people could Instagram a photo of the artwork using the hashtag #WANTTHATHAIR and receive a direct message from Pantene with a fun hair tip. So far, the campaign has received an overwhelming response, so much so, that the client is considering taking the idea around the world!