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.
Online content
As well as a new brand positioning, we created new global guidelines for the brand look and feel.

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