BARE conditoneR

We were tasked to inspire American women who use Anti-DD shampoo to stop using cosmetic conditioner and start using BARE Anti-DD conditioner to get 50% more DD protection. To do this we had to tackle the belief that only cosmetic conditioners give fully conditioned salon beautiful hair. We needed to disrupt this belief with the truth, namely that when used in combination, BARE shampoo & conditioner gives fuller DD protection & stunning conditioned hair.

It’s a case of more & more. Education & provocation.

To do this we created an, honesty first, social first campaign around an already owned Head & Shoulders asset. Namely the ‘&’. Using statements tied together with the ‘&’ gave us a short, snappy and visually ownable honest language supported by the #tbh hashtag. We called the idea ‘The BARE Maximum’

Role: FTC Senior Art Director

Agency: Publicis Groupe One, London