SOCIETY AT LARGE
We created a new mechanism: “Divine Sampling”.We know that word of mouth is incredibly powerful, but we discovered an even more effective channel: Word of God.With so many Israelis unwilling or unable to recognise they had dandruff, we recruited the most powerful advocate around, their religious rituals.While families carried out their devotions for Passover, including removing any bread crumbs in the house, we would add dandruff to their removal lists.We would do this by making Head & Shoulders part of the Passover, including special dandruff detection strips in the traditional search kit of candle, a feather and a dustpan, all used to symbolically locate, swipe and remove any tiny suspicious objects.
Agency – MEDIACOM ISRAEL
CREATIVITY NATIONSBEYONDCLICHES MEDIACOM ISRAEL INNOVATION LOVEANDLOBBY