For years Pantene and other Hair Care brand have been trying to ask Indonesian women to use Conditioner as a step 2, after shampooing. But nothing really works, Indonesian women still believe that Shampoo alone is good enough for their hair.

To make sure the newness of our product and communication strategy cut-through we also break the Pantene influencer / celebrity stereotype, from beautiful woman with grace into moody man with ‘Short-Fused’ temperament. We pick Keanu Angelo (IG: @keanuagl); the controversial character who often create funny content with his bad temperament. He is often teased by his follower because of his long and unruly hair. we orchestrated Keanu transformation journey from zero to become Pantene celebrity; from #RambutCapek (tired hair) to #RambutKecharged (charged hair).

The launch video went viral in less then 24 hour. The orchestration and disruptive approach of the commercial make people love, engage, and share the video across various social media channel.