2015 Winners & Shortlists

Results and Effectiveness

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Creative Execution

The “Be #1”campaign was literally one of the biggest talent competitions in the disciplines of Rap, Dance and Urban sports. The mechanics were simple: Youth were invited to send a video of their talent via a Facebook application for a chance to compete. Celebrity role models Lotfi Double Kanon and Masta Flow then picked 6 lucky contestants and featured them in their first music video. What’s more, the music video was itself all about empowerment and becoming number 1. The lyrics of the song spoke about having self-confidence to pursue your dreams and that anything is possible with confidence. Since our youth was averse to mainstream advertising the “Be #1” campaign was promoted exclusively on Facebook via a launch video featuring celebrity artists and on their social assets. Media jumped on the campaign – without being instigated by H&S given the significance of the 2 artists and provided free coverage of the competition in radio and on TV.

Insights, Strategy and the Idea

Head & Shoulders was being perceived as a traditional brand and not connecting with youth despite heavy advertising. The brand needed to find an alternative way to reposition itself as a cool and modern brand. The opportunity presented itself. Morocco & Algeria were teeming with young talent. Every youth had a dream to be recognized for his or her skill and become a number one someday. Unfortunately in their part of the world there is very little opportunity for youth to showcase this flair, let alone reaching number one. This lack of opportunity inadvertently was a dampener on their confidence too. Realizing that all the youth wanted was to showcase their skills and talent, Head & Shoulders created the perfect stage to give them the confidence to express themselves. After all, the brand has always been about the confidence to live life without hesitation.