Learn About My Roots
Head & Shoulders
The brief
Collaborate with Head & Shoulders to engage with the Black Lives Matter movement in a manner that fosters meaningful dialogue and genuine contributions, steering clear of tokenism and predictable responses.
Concept
We developed an integrated campaign aimed at combating black hair discrimination, with a specific focus on addressing issues faced by men, through educational initiatives and interactive experiences. The campaign is comprised of a compelling moving image advertisement, an immersive experiential event, and a strategic rebranding of existing packaging. It sheds light on the pervasive discrimination and systemic racism encountered by Black men from a young age, while also highlighting the personal narratives intertwined with their hair journeys.
The campaign includes pop-up barbershops. Here, people can get their hair cut for free, whilst learning about Black history and Black hair.
