Head & Shoulders wanted to re-position the brand from being medicinal to being a beauty brand (that also gets rid of flakes). They wanted one campaign based on the truth that great hair comes from a healthy scalp. The challenge when it comes to hair care is that men are from Mars and women are from a different solar system. Women are obsessed with having beautiful hair while men don’t want to think about their hair at all.
I was hired to be the Creative Director at Saatchi, NY to oversee Head & Shoulders, North America, and lead the charge on creating this campaign. We came up with “Respect the Scalp” as the 360 integrated umbrella idea under which we created two sub-campaigns, one to women that the client asked be more in the "beauty realm" and one to men, that didn't have quite the same creative parameters.
The result: Head & Shoulders went from being the #2 selling dandruff shampoo in North America to being #1.
CD/CW (Launch/Women’s work): Paula Dombrow, AD: Juli Cola
CD (Men’s work): Paula Dombrow, CW: Mitch Gage AD: Natalie Fevig
Agency: Saatchi & Saatchi, NY
H&S LAUNCH BOW TV SPOT
Director’s cut of launch spot.
WOMEN’S TV WORK
WOMEN’S BUS SHELTERS
MEN’S TV WORK
MEN’S PRINT
MEN’S OUT OF HOME (OOH)
360 IDEAS
BUS SIDES
GYM TAKEOVER
COASTERS