head & shoulders campaign
Creative Direction, Tailored Customer Experience, Strategic Implementation
Effectively engaging Gen Z was a major challenge for Head & Shoulders, as they needed to become relevant to an audience driven by authenticity and social values. We recognized that to make a meaningful connection, we had to identify a cause that resonated deeply with this generation and offer a genuine solution.
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With one in three teenagers experiencing bullying, and those with dandruff twice as likely to be affected, Head & Shoulders had long treated dandruff but had never addressed the emotional consequences of it. To bridge this gap, we reimagined the brand’s role—moving beyond beauty into a space that reflects the real struggles faced by millions of teens. We built a campaign grounded in real experiences, aiming to rewrite the narrative around dandruff and tackle its most damaging side-effect: bullying. This approach resonated with Gen Z, driving not only engagement but a deeper emotional connection with the brand.
an emotionally honest campaign that exceeded expectations
Our campaign aimed to tell a deeply honest and youth-driven story, sparking a conversation about insecurities and bullying tied to dandruff. By focusing on the perspective of young people, we connected with their lived experiences and addressed their emotional challenges head-on.
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The response was overwhelming: we received over 1,000 stories about bullying through the campaign, with positive feedback from both teens (61%) and parents (39%).
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More than 250,000 students in over 450 schools across the UK signed up for our educational program, amplifying our message and mission.
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The campaign also won the award for "Best Marketing to Youth" in Eastern Europe’s largest communications awards and outperformed all benchmarks, including TikTok, by threefold as the best-performing brand asset.
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By honing in on the values that matter to Gen Z, we added a new emotional layer to Head & Shoulders’ storytelling, elevating the brand’s relevance and impact while driving meaningful engagement.
A Campaign Rooted in Emotional Resonance
Our goal was to reframe the role of Head & Shoulders beyond simply treating dandruff, modernizing its marketing approach to address the deeper cultural stigmas and misconceptions that have long contributed to issues of low self-esteem and, in some cases, bullying. We crafted the #FreeTheShoulders campaign, built on real stories about how dandruff can weigh heavily on the lives of those affected.
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The campaign's film follows young people being bullied in school corridors, locker rooms, classrooms, and even at home through social media. Narrated by a young girl’s voice, it captures the emotional pain of bullying, creating a deep connection with the audience.
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We collaborated with The Diana Award, a leading anti-bullying charity in the UK and Ireland, to ensure the campaign was an authentic depiction of life for the bullied. Through this two-year partnership, our mission is to educate and empower 1 million teenagers, parents, and adults across Europe to stand against bullying. By leveraging The Diana Award's extensive school network, we ensured that the campaign not only resonated with the target audience but also drove real social impact.
