33% of teenagers are bullied, and those with dandruff are twice as likely to be among them. Head&Shoulders have been successfully treating dandruff for several years, but they haven’t treated the emotional consequences faced by the sufferers - until now. With this film, we took Head&Shoulders out of the beauty context and into reality, facing millions of teens. Building on real experiences, we launched a campaign to rewrite the story of dandruff and fight the most severe consequence of it, bullying.

The stories are gathered from the target audience's lives, told from the perspective of the youth, highlighting their story of insecurities and bullying connected to dandruff. We follow kids in school corridors, locker rooms, and classrooms while also showing that bullying follows you home through social media. The film is voiced by a young girl explaining the agony of bullying, striking an emotional chord with the audience.