| Brand | PROCTER & GAMBLE |
| Product/Service | PERT PLUS SHAMPOO |
| Entrant | LEO BURNETT BEIRUT, LEBANON |
| Category | Cosmetics & Beauty, Toiletries & OTC Pharmacy |
| Entrant Company: | LEO BURNETT BEIRUT, LEBANON |
| Advertising Agency: | LEO BURNETT BEIRUT, LEBANON |
Credits |
| Chief Creative Officer | Farid Chehab |
| Executive Creative Director | Bechara Mouzannar |
| Creative Director | Ghida Younes |
| Copywriter | Rana Najjar/Amin Kurani |
| Account Supervisor | Haytham Dayeh/Jad Jureidini /Sara Ezzeddine |
| Art Director | Areej Mahmoud/Yasmina Baz |
English Translation of Main Headlines
Most shampoo brands in the market have dealt with hair-fall,yet somehow,most had a similar approach focused on Before & After models,Big percentage claims & Great hairshots. our challenge was to figure out how to make our communication stand out among the clutter while connecting with our young primary audience. Stemming from an insight that people who suffer from hair-fall feel genuinely sorry & concerned about their falling hair, we decided to create a tragic hair-fall experience.
The result:people who saw this campaign have been telling us they will never see their falling hairs in the same way, ever again.