People would never believe that Claudia uses Head&Shoulders if it feels like the brand is just telling them she does, so we took a different direction and, taking inspiration from self-deprecating celebrities and reddit AMAs, we created a light-hearted campaign that answers real people’s question about Claudia, her life, but most importantly her hair.
TVC
Online content
As well as a new brand positioning, we created new global guidelines for the brand look and feel.
The concept ran in the US and South America with the actress Sofia Vergara.
We adapted the idea to fit the market and Sofia's personnality.
