The solution was to deliver a simple message in a highly creative, ‘never been done before’ way.

The first black taxi, covered in specs of dandruff, drove around London picking up fares. The second black taxi, which had the Head & Shoulders bottle emblazened on the side, was hired to closely follow the first taxi for the duration of the campaign. It was a strong fit with one aspect of Head & Shoulders tradition and equity - the colour black - as the product helps users stay free of dandruff.

London cabs are seen by 5.2 milion people a day therefore gaining great exposure. How many people saw these two cabs is impossible to calculate, but the 25 people that travelled in the cab during the day interacted immensely with the idea.