On our research trip to Japan, we discovered that dandruff was labelled as a “people's disease” in the country. It was often associated with the feeling of shame and being unhygienic, so it was a sensitive topic for Japanese men to talk about. Advice was not easily found, and shampoo was never thought to be a solution to dandruff. Head & Shoulders themselves were not seen as an anti-dandruff brand, and had low brand awareness in the overall hair care category. So together with the folks at Head & Shoulders, we decided to tackle dandruff with a more lighthearted, entertaining approach, breaking the category conventions and also the silence around the issue.