Fear of Judgment

THE CHALLENGE

Head & Shoulders had a technical story to tell: it works deep in the follicles for lasting control. But “deep follicle care” is a claim people hear and forget, so it needed to land as a feeling.

THE INSIGHT

In China, people rarely tell you to your face. They just look, and talk once you’ve walked past. Dandruff works the same way: it bad-mouths you, and you’re the last to know.

WHAT WE DID

So we made that silent judgment visible. In the film, a man walks through a restaurant as smiles turn awkward and glances land on his shoulders like arrows. His flakes spell out what nobody will say aloud, “unclean” and “tasteless”. Then Head & Shoulders stops the gossip at the root: “Don’t let dandruff bad-mouth you.”

THE IMPACT

A film that turns a technical claim into something you feel. With my copy partner, I took it from idea through to post-production, along with the key visual.

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AGENCY

Saatchi & Saatchi Shanghai

CREATIVE TEAM

Jazzy Chan · Executive Creative Director

Chanfron Zhao · Associate Creative Director (Copy)

Wong Shi Min · Creative Group Head