In the Global North, we cleanse, condition and style our hair using products packed with nutrients from food. Apple, oats, almonds, pineapple, banana – our hair is well ‘fed.’ So why does our hair get to ‘eat’ when millions of people can’t?
We harnessed one of the last bastions of uninterrupted brain space – shower time – to serve our audience some genuine food for thought between lathering and rinsing. ONLY SHAMPOO (with no extra nutrients) was a memorable symbol, designed to interrupt people’s shower thoughts with an uncomfortable truth about the global food crisis.
We treated our campaign launch unlike a traditional charity by launching as if we were hyping the latest beauty product.
We partnered with beauty influencers to hype our hot new shampoo – and educate their followers on the global food crisis.
We disrupted our audiences purchase behaviour with OOH and Display Media that showed up right when they were about to purchase their own hair care.
Then we dropped some food for thought directly into the minds of the greatest philosophers of our time on Reddit, via r/showerthoughts.