While the whole planet worries about global warming, there is one place on this planet that has always suffered excess heat; the Arabian Peninsula recently experienced some signs of cold weather for the first time in history.Head&Shoulders Menthol is a refreshing shampoo that cools the head and that we exploit in summer. For 2007, our idea was to develop a multimedia integrated campaign around our idea of ‘Global Freeze’ to dramatize the cooling effect of the product.

We launched a fictional blog about climate issues in the Middle-East, filled with archive material and up-to-the-minute weather news. Soon, our blog had become an online reference on the topic and a major debate forum.It was time for us to launch Global Freeze on our blog to make it believable. We also raided high traffic Arab sites and forums with altered images and news. Then we launched two more blog to back-up the first one, along with two TV teasers and a YouTube teaser.The grand reveal included a mainstream TVC, two radio spots, and three press ads.