Forsman & Bodenfors Singapore launches fast-paced, action-packed animated adventure for their first campaign for Head & Shoulders in the Japanese market. The campaign sheds light on male dandruff, a common yet not openly discussed, hence stigmatized, problem with a simple solution. “Don’t let dandruff get in the way” is the action-oriented message in the new campaign that launches April 8th across Japan to promote a new line of anti-dandruff products from H&S. The Japanese market is still underdeveloped in terms of anti-dandruff solutions, and very few men dare speak of their scalp issues openly. This campaign dramatizes the stigma around male dandruff in an unexpected way by tapping into the popular anime context. Called “The Chase”, a series of animated adventures tells the story of how our hero, Ando the spy, discovers he has dandruff and ultimately overcomes it with h&s Scalp. Despite repeatedly escaping his nemesis, Detective Takashi and his henchmen, in a chase around the world, he is finally captured. Asking how the detective constantly manages to find him, he learns that what gives him away really is his dandruff. But after using h&s scalp, he once again manages to escape – but this time without a trace.
