To shift the perception of consumers from “I use Head & Shoulders because I have dandruff” to “I DON’T have dandruff, because I HAVE Head & Shoulders”. To make owning a bottle of H&S a proud trademark of not having dandruff.

We create a TVC series set in various contexts, which are made localised to fit with Vietnamese market.

Each version, although being different in contexts, shares the same structure: the protagonist is questioned about having dandruff for them owning H&S; and they respond confidently and proudly: “I DON'T, because I HAVE H&S”.
With the event ‘I DON’T Hall of Achievements’, we turned ‘I DON’T’ into a social movement and Head & Shoulders into a badge of pride. From BAs to fans to event goers, across social, PR, and on-ground, we built a truly 360° celebration.