Everyone knows a bad hair day. But that’s no reason for sticking your head in the sand, or worse: in a wall.

To dramatize the fact, we placed shop window dummies in frequented places that looked like people who had stuck their heads into a house wall in shame. A poster beside it referred to the dummy and suggested “got2be” hair wax.

During the 14-day promotion in Germany’s largest cities the “headless” men were on everyone’s lips. The click rate on www.got2be.de increased up to 142% during the time of the promotion while brand awareness increased to 26%.