2019 Winners & Shortlists

BOND

Bronze Lynx
BrandHEAD & SHOULDERS
Product/ServiceHEAD & SHOULDERS ANTI DANDRUFF SHAMPOO
EntrantSAATCHI & SAATCHI DUBAI, UNITED ARAB EMIRATES
CategoryIllustration
Idea Creation SAATCHI & SAATCHI DUBAI, UNITED ARAB EMIRATES

Background.

SITUATION The anti-dandruff shampoo market is saturated and stagnating. Head & Shoulders is facing a fierce competition from newer, more affordable brands and a lack of conversation around dandruff in a region where it’s a taboo. BRIEF To prove the negative impact of dandruff itch on how others see you. And get the younger audience to choose Head & Shoulders when considering an anti-dandruff solution. OBJECTIVES • To keep Head & Shoulders on top of consumers’ mind. • To increase brand love and grow sales.

Describe the creative idea/insights

When your scalp itches, you scratch your head. And when you scratch your head, you look unintelligent. Even if you are a genius.

Describe the strategy.

TARGET AUDIENCE Young adults (18-25) with dandruff problems who are looking for an effective remedy and boost their confidence. CULTURAL INSIGHT In the Middle East, looks and image are everything, especially amongst the young generation. APPROACH Since dandruff is a considered a taboo in the region, we highlighted a ‘sensitive’ issue and illustrated Head & Shoulders’ emotional benefits — preventing you from looking unintelligent — in an insightful, lighthearted, movie-like way.

Describe the execution.

STORYTELLING We designed our campaign around famous genius characters such as Einstein, Indiana Jones, James Bond and Sherlock Holmes and portrayed how unintelligent they are in critical moments of decision — as they are scratching their head while trying to solve an incredibly simple problem. CRAFT We recreated the worlds of our hero characters in 3D using CGI to make every ad movie-like. Hyper-realistic lighting, high-pass texturing, true-to-life colouring and painstaking detailing techniques were utilised to immerse the audience in every scene. We also specifically highlighted the dandruff on the head and shoulders of the characters to cue a crystal-clear emotional product benefit.

List the results.

CULTURAL AND BRAND IMPACT • The humorous campaign ignited social conversations around dandruff and self-image and grew the brand love for Head & Shoulders. • The campaign further emphasized the fact that Head & Shoulder is in a confidence-building business.

Describe the target audience

The younger crowd (18-25) in the existing customer base and competitors’. The region’s young generation loves humour and looks for brands that speak their language.

Describe any restrictions or regulations regarding Healthcare communications in your country/region (imposed by healthcare regulatory bodies, government, TV stations, etc.)

There were no restrictions.

Credits

Name Company Role
Bechara Mouzannar Publicis Groupe Chief Creative Officer
Adil Khan Saatchi & Saatchi CEO
Komal Bedi Sohal Saatchi & Saatchi Chief Creative Officer
Luis Paulo Gatti Saatchi & Saatchi Associate Creative Director
Dennis Silveira Saatchi & Saatchi Art Director
Ivan Bormaister Saatchi & Saatchi Art Director
Alan Hong Saatchi & Saatchi Designer
Nazmi Ahmad Saatchi & Saatchi Copywriter
Pedro 'Lambuja' Ferreira Freelancer Illustrator
Maged Kamal Saatchi & Saatchi Account Director
Qais Mustafa Saatchi & Saatchi Account Executive
Abdallah Adra Publicis Media Senior Regional Manager