The idea is rooted in medically-proven fact that any dandruff is fungus. Cosmetic shampoos can only wash away outward parts of the fungus but don’t affect it itself. In Russian language, the word ‘fungus’ means and sounds the same as ‘mushroom’. And the most archetypical mushroom – Fly Agaric - has numerous white dots on its head… which reminds of dandruff. Thus we decided to use the mushroom hat as our brand cue and the main creative element dramatizing the problem. People are afraid of fungus and don’t want to be associated with it, so if you have dandruff you will be attractive only to… moose, because moose are mad about mushrooms. So the creative idea we invented was - “If you want to be liked by someone apart from moose – use Nizoral!”

Due to budget limitations on-line video was chosen as the main format. 4 videos were developed – each carrying separate message:

1. Dandruff is fungus

2. Fungus can come back so you need to use Nizoral as prophylactic

3. Nizoral treats dandruff within 2 weeks course

4. Comparison with cosmetic shampoos

The Moose series gathered millions of impressions on Youtube and showed fantastic viral effect. As a result market share of Nizoral grew by 7 points and achieved record market share 37% (that’s higher than using TV support in 2015). The videos were shared and discussed in social media and even became mems.