Brand | HEAD & SHOULDERS |
Product/Service | HEAD & SHOULDERS ANTI DANDRUFF SHAMPOO |
Entrant | SAATCHI & SAATCHI DUBAI, UNITED ARAB EMIRATES |
Category | Fast Moving Consumer Goods |
Idea Creation
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SAATCHI & SAATCHI DUBAI, UNITED ARAB EMIRATES
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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
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 |