2015 Winners & Shortlists

Creative Execution

The campaign was launched in a 2 steps activation, through 2 Youtube videos: a teaser and a reveal, tackling in a fun and engaging way the reasons for not having a stylish hair and how to overcome it. Through a first catchy song, Alaa will let people know about his frustration for not having dandruff free & stylish hair, and ask them for advice. Later on, thanks to Head & Shoulders Oil Replacement, Alaa will be able to express how this product changed his life as he can now look good and feel good.

The campaign went viral with over 5 million views. We achieved a 4% market share in just two months after launch (vs. an initial target of 2%)

In the Middle East, almost every man takes care of his hair style. Because to look good is a way to feel good. Therefore the usage of gel becomes a necessity. However dandruff created by hair gel remains a major problem. Head and shoulders came up with a solution : an Oil Replacement product. A cream to style your hair while keeping it healthy and dandruff free. To prove the brand message, we teamed up with Alaa Wardi, famous for his multi-million views covers of international music hits, who has an issue with his hairstyle.