Endemol Shine Group, Global content creator, producer and distributor, announced its first international branded content deal with iconic global haircare brand Pantene.
Created by Endemol Shine Brazil, Cabelo Pantene, O Sonho is a multiplatform reality show with the mission of finding Pantene’s new brand ambassador.
Portuguese broadcaster TVI has commissioned a local version of the show which will be produced by Endemol Portugal, part of Endemol Shine Iberia in partnership with Pantene, from Procter & Gamble.
The deal marks the first international deal for the reality show which features people from all walks of life, who live in the same house undertaking tasks which test the full potential of their hair. It’s not a beauty contest, but instead empowers and challenges participants to express their essence and identity through their hair. Contestants share their stories and learn from the most respected experts, to take full advantage of the health and diversity of their hair.
Endemol Shine Brazil has aired two very successful series in partnership with Grey Brazil and sponsored by Pantene Brazil. The season ran as 4 episodes, along with exclusive digital content which enabled Pantene to reach the highest peak of Google searches in five years and topped the hair care category on YouTube in Brazil. The first season of the show gained over 40K subscribers from all over the country, over 2 billion impact, and accumulated more than 62 million views.
In Portugal, TV host Leonor Poeiras and fashion model Luís Borges will be the faces of the show, which will see contestants live together for four weeks and compete for the title of Pantene Hair Ambassador as well as a €10,000 prize. The candidates will face eliminatory tests before a trio of renowned jurors: actress/model Ana Sofía Martins, hairstylist Matt Dubet and fashion photographer Mário Príncipe. The competition will be aired on TVI for 4 episodes and will be extended with a strong multi-media campaign, with an array of different and exclusive content online, on Pantene’s website and across YouTube.