Ando, The Spy ::
D&Ad Wood Pencil
Clio Health Bronze
LIA Bronze
& more
D&Ad Wood Pencil
Clio Health Bronze
LIA Bronze
& more
The haircare category is awash with clichés. One thing it doesn’t have: good stories. If you’re top of mind and category leader, that might be enough. But when you’re h&s Japan, with sales slumping year after year, you need to go back to the drawing board.
And that’s what we did, literally.
With the help of talented CRCR, we created a brand platform centered around an aspirational character - Ando! - who took viewers through the entire journey of dealing with dandruff: from carrying it himself, to finding the solution in h&s and on to helping men everywhere get rid of theirs.
The campaign kicked off with “The Chase” in 2021, where we first meet our spy as he fights to lose Takashi and his henchmen, hot on Ando’s dandruff laden trail.
It was followed by “Winter Rescue” in 2022, where we journey to Ando’s past to discover why he’s so hellbent in helping all men rid their life of dandruff.
And that’s what we did, literally.
With the help of talented CRCR, we created a brand platform centered around an aspirational character - Ando! - who took viewers through the entire journey of dealing with dandruff: from carrying it himself, to finding the solution in h&s and on to helping men everywhere get rid of theirs.
The campaign kicked off with “The Chase” in 2021, where we first meet our spy as he fights to lose Takashi and his henchmen, hot on Ando’s dandruff laden trail.
It was followed by “Winter Rescue” in 2022, where we journey to Ando’s past to discover why he’s so hellbent in helping all men rid their life of dandruff.
The Spy ::
Ando’s Role
Ando’s Role
There’s a few big reasons for Ando to be a spy.
First, because we wanted to.
Second, and most importantly, because in Japan dandruff is seen as a sign of uncleanliness (seiketsukan) and a major social stigma. So we couldn’t have Ando pointing fingers or putting the spotlight on the men. Rather, we have him surreptitiously show up with the solution to their woes: Head & Shoulders.
First, because we wanted to.
Second, and most importantly, because in Japan dandruff is seen as a sign of uncleanliness (seiketsukan) and a major social stigma. So we couldn’t have Ando pointing fingers or putting the spotlight on the men. Rather, we have him surreptitiously show up with the solution to their woes: Head & Shoulders.
Case Study ::
Director ::
CRCR
CRCR