It began with the insight coming from a study Pantene conducted with Yale University: hair is the number one indicator of identity. Around the same time, Pantene changed their brand purpose from “More great hair days for women” to “More great hair days for everyone”. This small, yet pivotal change opened the question and the brief: how do we fill this brand purpose with meaning, not just messaging? The goal then became to tell a story of identity and the power of hair in a way that engages society towards something meaningful.