Since looks and image are everything in the Arab world and nobody talks about dandruff, we made everyone laugh at it with our original dandruff jokes.

FUNNY THINGS OFF THE TOP OF MY HEAD is a live comedy show starring five Middle East’s biggest stand-up comedians and a full house of comedy fans — on-ground and on social media across the region. We followed up the live event with 14 webisodes across YouTube, Facebook, Twitter and Instagram, including via the comedians' social channels.

TARGET AUDIENCE

Millennials and Gen-Z (18-35) in Head & Shoulders’ existing customer base and the competition’s.

COMMUNICATION STRATEGY

• Keep dandruff on top of consumers’ mind with a sharable live experience and online content that get talked about.

• Break the age-old mold and formula of anti-dandruff commercials to appeal to a younger audience.

CULTURAL TENSION

In the Middle East, it’s a taboo to have dandruff and to talk about it. So we turned this belief on its head and made everyone laugh at it.

MEDIA STRATEGY

To amplify the impact and widen the reach, first we hosted the live event and seeded the online webisodes through the comedians’ social media channels all totally unbranded. Once it gained momentum, we branded the webisodes and promoted them further across social media as well as through the comedians’ channels.