Head & Shoulders Vietnam

Break free from the same old dandruff.

Our task was to convince Vietnamese men that recurring dandruff will get in the way of the image that they want to portray.

Our idea: SAME OLD SHAMPOO, SAME OLD DANDRUFF

With all our competitors looking and sounding the same, there’s an opportunity for us to be the brand that breaks through this sea of “manly” cliches.

So we poked fun at the competition by visualising them as a mob of men who all look and act the same. Moving in perfect synchrony. Indistinguishable from each other. They represented the inertia that we want to shake men out of.

Head & Shoulders Thailand

Introducing “Rangkhae Mun” (Oily Dandruff) in TH.

We’ve uncovered an interesting way to express a scalp issue in Thailand and identified this as our strategic priority: Rangkhae Mun (Oily Dandruff).

To launch this new messaging about oily dandruff, we came up with the TVC that a lot of people in Thailand can relate to - showing your best self through body language.

Whether you’re flirting with someone or having a crucial presentation, looking confident is what matters most.

Head & Shoulders Indonesia

Introducing “Ketombe Basah” (Oily Dandruff) in ID.

In a similar way that we’ve uncovered an interesting way to express a scalp issue in Thailand, Ketombe Basah (Oily Dandruff) is another term equivalent to this. It is a very unique term that Indonesian people use to describe a wet, and most times odorous dandruff usually caused by using a motorcycle helmet.

To launch this new messaging about oily dandruff, we came up with the TVC that a lot of people in Indonesia can relate to - cool motorcycles and their most popular international actor Joe Taslim.

We created a humorous way to show how “Bau Matahari” (sun stench) can cause oily dandruff. But when you use Head & Shoulders, you can be confident all day long.

Head & Shoulders Key Visuals

We also created key visuals featuring big celebrity names like Thai actor Mario Maurer, Vietnamese icon Isaac and Indonesian superstar Joe Taslim.

This project featured the fresh, new take on Head & Shoulders’ brand principle of being real, authentic, modern and fun.