Cannes Lions

HEAD & SHOULDERS HAIRCARE

AMA LEO BURNETT, Cairo / PROCTER & GAMBLE / 2006

Presentation Image
Presentation Image

Overview

Entries

Credits

Overview

Execution

The eraser:a. clearly demonstrates the dandruff removal benefit by using an item that typically removes white from black, as does H&SHb. is a perfect medium because it's shape is that of the H&SH bottlec. is an item that will be seen and watched by students in all classrooms

Outcome

We distributed erasers to all the classrooms in 500 high schools and universities across Cairo. This represents tens of thousands of the target audience and represents a point of market entry for us, helping us get the target audience to connect with the brand while they're young, staying loyal for life.

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