Spikes Asia

Save Our Scalps / Headgear-Cover Plan

ADK, Tokyo / UNILEVER / 2017

Awards:

2 Shortlisted Spikes Asia
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Overview

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Credits

Overview

Background

"People who wear headgear tend to lose hair." Although considered an old wives' tale, the urban legend has long been believed to some extent by many. Because there had been no conclusive verification of the claim, the people who had to wear headgear while on the job had to struggle with an unseen concern. The CLEAR scalp care shampoo brand set out to dispel that concern by earnestly studying the factors of why people would equate headgear with hair loss.

Description

“CLEAR Headgear-Cover Plan. A Salute to Headgear Warriors.” is a statement video that expresses the pride, significance, objective, and functionality of wearing headgear, as well as concerns for scalps. This message is emotionally expressed through the original hip hop music created by sampling the march “Pomp and Circumstance.”

Execution

Unilever worked with dermatologists and industry physicians to study changes in the environment under headgear. Research revealed that a hot, extremely humid environment that is similar to that of a tropical jungle lay under headgear. Unilever shared the academic news with the public before releasing the "A Salute to Headgear Warriors" video and "Save Our Scalps" music. The video and music promoted the brand's commitment to people who wear headgear on the job. At the same time, the brand established partnerships with the employers. Scalp care shampoo that was proportional in quantity to the duration of headgear usage was distributed. The effort became a solution for people who wore headgear while they worked. At the same time, the various advertising resources lifted awareness of the brand, as a scalp care shampoo, even among people who did not wear hats.

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