CLIENTPANTENE BEAUTIFUL LENGTHS
Pantene Beautiful Lengths partners with the American Cancer Society to help men and women everywhere give their hair to women battling cancer who have lost their own. Live Action Projects founder David Modigliani worked with Pantene to create a film-based storytelling campaign around a special event in Londonderry, New Hampshire where a legendary teacher oversees hundreds of students cutting their hair in a single moment. The project included a documentary short and a :30 commercial spot. Pantene leadership doubled resources to the cause program in the year following the campaign’s success.