Dandruff, the Rapper
HEAD & SHOULDERS, P&G · SAATCHI & SAATCHI SHANGHAI
Creative Group Head · Strategy · Creative & art direction
01
THE CHALLENGE
Anti-dandruff is a category of familiar claims, and young Chinese audiences scroll straight past them.
02
THE INSIGHT
In a culture where face matters, the worst part of dandruff isn’t the flakes. It’s what people say about you behind your back.
03
WHAT WE DID
We turned dandruff into a rapper who disses you when you’re not looking, and cast singer Bai Jugang, in his first brand endorsement, to fight back. As Creative Group Head, I took it end to end, from idea through to production.
04
THE IMPACT
30M+ exposures and an 11% Douyin click-through rate, 3 points above the industry average. JD.com searches rose 18% year on year, and JD sales grew 10% faster than the shampoo category.
AGENCY
Saatchi & Saatchi Shanghai
CREATIVE TEAM
Jazzy Chan · Executive Creative Director
Chanfron Zhao · Associate Creative Director (Copy)
Wong Shi Min · Creative Group Head