When I joined Saatchi & Saatchi in September 2011, I was brought in to help drive a new creative direction for Head & Shoulders, one of P&G’s signature brands.
My role as a ‘global’ creative involved coming up with a purpose driven endline to communicate the brand’s strategic position as the shampoo that gives people the confidence to join in life, with no hesitation.
It was particularly important that the endline works in all markets. Someone in Singapore should feel the same way for the brand as someone in Sao Paolo.
The line ‘Live Head First’ encourages everyone to be a little more impulsive. Spontaneity is something that most of us take for granted. Giving a friend a hug; speaking up in a meeting; making small talk with strangers in a lift. But when you have dandruff, these are the situations where you always feel uncomfortable.
We want to remove the main obstacle which stops people joining in, so we can simply go and be ourselves. Using head & shoulders means you don't have to worry about dandruff. It gives you the freedom to Live Head First.
Bringing our new endline to life
During the Winter Olympics in 2014, brand ambassador Evgeni Malkin talked about what confidence means for his game.
To promote the superior efficacy of the product range, we also developed a ‘living proof’ campaign idea, which included a more candid look and feel to all areas of the visual identity.
In this spot, we introduce consumers to Head & Shoulders’ new scent burst technology.
credits
Agency: Saatchi & Saatchi London
Copywriting/Art Direction: David Grenfell & Steve Allsopp
Creative Directors: Greg Milbourne, Shelley Dobson and Jo Wallace
Agency Producer: Laszlo Bederna
Directors: Omri Cohen, Adam Mufti, Giles Lovell-Wilson