Schwarzkopf & Henkel’s existing campaign creates impact by showing the viewer the effectiveness of the intensive care product. Our task was to create a pop-up ad for the Poly Kur for stressed hair campaign. Our solution was to dramatise the performance and result of the moisturising treatment product through the use of the German fairy-tale 'Rapunzel'. The product provides moisturising care for stressed hair, making it stronger. This is presented visually: hair that normally breaks under extreme stress is now strong enough to climb.