Head&Shoulders: Shoulder rentals

Insight：
In today's China, despite increased online connectivity, people are feeling more disconnected in real life. Head & Shoulders, a leading dandruff removal brand, sought to bridge this gap by creating an emotional connection with its audience.
Our insight was simple yet profound: while technology brings us closer online, it's the human touch that truly connects us. But how could a dandruff brand help bring people together?

Concept：
The answer lay in the brand's name itself: "Head & Shoulders." In Chinese culture, resting one's head on a shoulder is a powerful gesture of closeness. This inspired our vision: "Make every head have a clean shoulder to lean on," linking the brand to its consumers in a meaningful way.

Creative：
We created a mockumentary about a fictional "shoulder rental" service in China. The film follows a man offering his clean, warm shoulders to strangers, providing comfort and connection. The film sparked widespread discussion online, with many asking how to join the "shoulder rental" service. Influencers took to the streets, offering their shoulders to strangers. We launched a fictional "Shoulder Rentals" social media account, encouraging people to share their shoulders.

Result：
What began as a fictional concept turned into a real social movement. strengthening the emotional bond between Head & Shoulders and its audience while inspiring genuine human connection.
The campaign achieved remarkable results: 4.41 million views, 200,000 interactions, and 264 pieces of earned media coverage. This innovative approach not only repositioned Head & Shoulders but also highlighted the power of human connection in today's digital age.