Clear: Brave the Heat

'Brave the heat', Clear’s new multi-market Ice Cool Menthol shampoo campaign broke stereotypes of unrealistic beauty with a data-driven reactive ads in Thailand, Indonesia and Vietnam. When it was hot and humid, dry and sunny, smoggy and dusty, or when the mercury rose above 30°C – users saw ads with a realistic reflection of what they were feeling in real-time instead of showing unrealistic portraits of perfection.
Driven by real-time Met and location data, the campaign showed everyone how Clear Ice Cool Menthol shampoo can help keep a clear head, throughout the day.