Head & Shoulders Suprême Range
SUPRÊME TWEETS
Media: TVC | Social
Brief: To create the next expression of the ‘hairdresser – surprising reactions’ campaign.
What We Did: Head & Shoulders had built a world of "surprising reactions" in staged hair salons - “No way is this Head & Shoulders!”. We wanted to change that. Then, when given the opportunity to feature a celebrity, we knew authenticity was key. People wouldn’t believe Claudia actually used the product if the brand simply claimed she did. So, inspired by self-deprecating celebrity humour, we created a campaign where Claudia humorously responded to real tweets about her hair. The result? An ad that ran on TV for nearly three years and is now celebrated internally at P&G as a best-in-class example.
Agency: Saatchi & Saatchi | Creative Director: Marion Cohen | Director: Tom Clarkson
FULL OF VOLUME ASMR
Media: VOD | Social
Brief: Using Claudia, create a campaign for the new Purify and Volume range.
What We Did: We took ‘hair thats full of volume’ and created a campaign that was also full of volume. By tapping into the growing trend of ASMR we ramped up the volume and utilise Claudia’s sense of humour to came up with a concept that was humorous and disruptive in a market saturated with hair beauty shots and scientific jargon.
Agency: Saatchi & Saatchi | Creative Director: Marion Cohen | Director: Laura Borgio
