Raise awareness about the new H&S shampoo, Soothing Care, and position H&S as a 'cool brand to use' in the hearts and minds of consumers.

Our target audience, men aged 16-35, see themselves as independent thinkers and often resist straightforward advertising. Given that H&S had a reputation for being "old fashioned and boring," we believed that entertainment was the best way to convey our message in a language that resonated with our audience.

We tapped into the famous saying, "Başımı qaşımağa vaxtım yoxdur" (too busy to scratch my head or 'busy as a beaver'), to spark conversation with our target audience. We invited them to share short videos showing why they didn’t have time (or the possibility) to scratch their heads. The reasons didn’t have to be realistic; they could be funny, exaggerated, etc. We offered truly masculine prizes for the best videos: having their heads scratched by Roya, our local Rihanna, and cash! The 'scratching' was a public head-washing, mimicking scratching, with H&S in the biggest shopping mall. In five weeks, more than 700 videos were submitted! The campaign generated 158,000 unique visitors to basimisiqasi.az and over 20,000 shares on Facebook.