Can you convince teenage guys, in an unexpected way, that dandruff will not be part of the awkward conversation with parents?
The teenage years are tough on guys. Your body is acting out in almost every way possible; talking to girls is a minefield! It’s a time when fitting in with the crowd is more important than it’ll ever be, and they start to think about their “look” and style. To top it off, there are the crushingly awkward conversations your parents expect to have with you about everything, from what to wear, tattoos, relationships, sex, late night parties, college applications, and more.
Now here’s the thing, Head & Shoulders has realized something that most people don’t know yet: dandruff is a telltale sign of puberty, just like acne, and it’s at its worst during the teenage years! But the good news is that it’s an easy fix because Head & Shoulder’s promise of 100% flake-free hair works even during puberty. So, it’s the simplest of the already long list of awkward conversations teens go through with their parents. And, this new product has the scent of Old Spice Swagger teens love.
Of course, we know being a teenager is not only about anxiety and awkward conversations with parents. It’s also a time of relative independence, self-affirmation and lots of good times with friends. We want to harness that excitement and fun as we reach out to these adults in-the-making.
Can you help bring this message to life in a catchy video for Head & Shoulders?
Create a fun and unexpected video that shows how teenage guys manage to avoid awkward conversations with their parents about dandruff, thanks to Head & Shoulders.
Primarily, your video should appeal to 15-16-year-old guys in the United States, but also appeal to teenage guys at large. These videos will be Head & Shoulder’s first campaign targeted to them.
These young men have just entered a new stage of puberty, with all the changes that come with it. They feel nervous about making friends and fitting in with a group while simultaneously feeling excited about taking on more responsibility, getting their first real job, and having a girlfriend. Generally, they are pretty gifted guys who feel confused and conflicted about a lot of things, like most teenagers
Your video should catch their attention, make them laugh, but also surprise them – they are not expecting this kind of video from Head & Shoulders, a brand they associate with their ‘uncool’ Dads. Your video should invite sharing – these guys spend a significant amount of their free time on social media communicating with friends & watching videos, so don’t hesitate to take inspiration from the kind of content these guys like and share on the Internet.
The examples are only provided to illustrate our expectations. Please do not use them in your submission or it will be rejected.
A good video for this contest could show a young guy in front of his computer. We see he googles “How to flirt with a girl”. The results show a 404 error page that says: “Flirt with a girl not possible. Dandruff found.” So then he looks at himself in the mirror and notices flakes on his shoulders. He goes back to his computer but we can only see his back. The next scene shows the same guys talking to a very pretty girl. He has managed to get rid of his dandruff. The video goes back to his room and we see a shopping bag full of Head & Shoulders bottles. This guy took dandruff seriously and wanted to stack the odds in his favor! With Head & Shoulders, he managed to get rid of dandruff, be confident and flirt with this girl! That’s one less awkward conversation to be had with his parents!
Another good video could portray a teenage guy being asked by his parents to sit down for a chat. He looks comfortable, although a little unsure what his parents will say. His parents look way more uncomfortable as they stumble on the words and look at each other to get the other to start talking. Before they get the chance to start talking, the teenager interrupts them, says it’s all okay, that he knows what they’re gonna say and that he’s already got it covered. Head & Shoulders Old Spice Swagger has given him the confidence he needed.
A bad entry would one that shows a young guy talking to a girl in a park. Nothing’s happening, It’s flat and does not highlight what Head & Shoulders and Old Spice bring to young guys.
- #1 Prize €14,000
- #2 Prize €8,000
- #3 Prize €4,000
Video, maximum length 30 sec.
We are looking for videos that appeal to teenage guys in tone & manner, and which fit into the Blue World of Head & Shoulders. Your video must have original value, surprise us, and deliver H&S’s unique confidence for teenage guys. Other than that, this is a pretty open brief where a lot of room is left for you to imagine and create.
Guidelines for this contest
- Make sure you include the creative angle of the campaign: Head & Shoulders makes sure that of all the awkward conversations to have with your parents, dandruff is an easy one.
- The Head & Shoulders world is a Blue World, their key brand color. Please see the “Mom knows best” TVC, as a reference for the way the brand likes to leverage color branding.
- We are not looking for a demo video on how the product works. Avoid anything that looks like a TVC. It’s meant for the Web!
- Make sure to include an end frame with the Head & Shoulders pack shot and logo (min 2 sec). You can download it from the toolkit.
- The Pantone primary color of the blue and white world is: blue PMS 293c. Secondary colors are: white, cyan and silver.
- Entries should be in English and targeted to the American teenage guy & his world (school, popular culture, connectivity, etc.). No tropical settings.
- The tone of voice should be happy, authentic and relatable with a humorous touch. Be careful not to go to slapstick humor.
- A few no-go areas:
- Pets (Head & Shoulder cannot be used on pets)
- Selected entries will be used on the Internet. Authorizations and licenses to use protected elements (incl. music, photos..) must be compatible with Internet broadcasting. You must be able to provide a written proof of these authorizations and licenses at any time.
eYeka standard guidelines
- Do not show any personal details in the entry (name, contact number, e-mail address, etc.).
- Keep the source files / working files of your entry until the winners have been announced as they may be needed.
- Your participation must comply with the rules you accepted when you joined the contest.
- Your entry has to be your own work to be considered into the contest. If you have included protected elements (music, photographs, designs, fonts, etc.), make sure to fill in the Legal Information section when you upload. You may be asked to provide the authorizations and licenses to use such elements.
- You must be able to provide the written authorizations from each of the authors and actors who have contributed to the entry.
- Do not depict sexual, violent, religious, political content or any illicit content as per the rules.
- Any entry that fails to comply with these rules will not be considered for the contest.