Schwarzkopf & Henkel’s existing campaign raises awareness by dramatising the stunning result of their styling product. Our task was to create a pop-up ad for the Xpress Spiky Blue Gel. The strongest hold one can buy. Our solution was to dramatise this strongest hold by creating a short story with an unexpected twist. The man with the “Spiky” hairstyle puts on his helmet. To prove the effectiveness of the product, the helmet takes the form of the spiky hairstyle. In this manner, the message about the strongest gel ever is presented visually.