We needed to make Pantene more Brazilian, so Pantene created the parade theme for the samba school around hair costumes, in the Rio Carnival.

A one and a half hour TV commercial for Pantene in the most important TV network in Brazil, which not only is not for sale, but also, had never been done before.An experience for the 60,000 people there and a national audience of 50 million viewers. International coverage on 200 outlets worldwide – total value in spontaneous media coverage: US $25 million.1.1% sales increase for Pantene in Rio and 0.5% in Brazil overall, the world’s third largest hair product market, within just two months.