Head & Shoulders | Winter Rescue
After the successful run of ‘The Chase’ campaign and activation in Japan over the past six months, h&s wants to continue building the confidence of Japanese men who are still unsure of navigating the stigmatized problem of dandruff. With the arrival of autumn and winter, the campaign goal is to help Japanese men feel confident during the cold and dry season, overcoming scalp dryness that leads to dandruff.
In his pioneering debut, ‘The Chase’, Ando is pursued all over the world by his nemesis Detective Takashi, who never loses track of the spy thanks to the trail of dandruff he leaves behind. It seems the end of the line for Ando, until he discovers h&s Scalp shampoo, fixing his dandruff, regaining his skills and escaping from Takashi once and for all.
In the new campaign’ ‘Winter Rescue’, Ando returns on a new mission - this time with a plot returning to our hero’s past - where we meet his friend and mentor, Jiro. Set against the backdrop of a wintry night, Ando and Jiro are in the thick of a mission when they come across an obstacle - a room full of laser beams. Despite some very impressive synchronized jumps, the mission is jeopardized by a single flake of...dandruff!
Back in the present day, we see Ando return to the scene, with an obvious new mission - to save his friend. He leaps into action with his latest weapon that ultimately saves Jiro - a bottle of h&s Scalp shampoo.
Through the unconventional approach of using entertainment and animation, h&s has resonated with Japanese men and cut through the anti-dandruff shampoo category.Continuing the successful momentum of ‘The Chase’, ‘Winter Rescue’ features even more stunning backgrounds, breathtaking action and humorous moments throughout, making this second installment in the Ando saga a worthy, if not even more surprising, follow up.
Character design of Jiro and Ando:
Key visual for winter campaign:
We also created a 6 second tactical film with a simple yet humorous device to equate winter season with dandruff.