Thailand’s summer can get extremely hot, with the temperature easily hitting 40 degrees. As sweat is one of the main causes of dandruff and itch, Head & Shoulders introduced a limited edition “Menthol Cool” shampoo that would help Thais keep a cool and dandruff-free head throughout summer. We were tasked to create awareness of its summer limited edition by demonstrating its benefit, especially under extreme heat.

Set up and designed to look similar to a traditional street furniture ad placement, the attention of passers-by would be grabbed by a poster like no other. A poster that actually sweats under the heat. And just like a real person, the hotter it gets, the more it will sweat. With a built-in thermometer that displayed the temperature at that specific location, in real time, passers-by could directly relate to it. Plus, with the help of motion sensors, anyone standing in front of the poster would be sprayed with a cooling mist for them to experience the cooling sensation that Head & Shoulders summer limited edition shampoo will leave them with.

We modified a freezer and installed it inside the frame of the poster to allow condensation to occur as the ambient temperature would rise. Equipped with a thermometer to demonstrate that the sweat was associated to the real-time temperature, at that specific location. Where as for the artwork, the portrait of a young man similar to the illustrated guy on the pack, was featured to link the poster with in-store collateral. A special coating was applied so that the condensation (sweat) would only occur on his face, leaving his hair looking great and healthy. Printed on a water-proof surface, the poster is designed to last for the entire month of April, Thailand’s hottest month of the year. Motion sensors would trigger a cooling mist for anyone standing in front of the poster, for them to experience the cooling sensation of Head & Shoulders Summer Limited Edition shampoo.