Clear is handled by Lowe. When Cristiano Ronaldo was signed as the ambassador of Clear Men Shampoo, Lowe London shot assets of the footballer and we were handling editing for the region and also the complete activation.
It was difficult handling the assets. It is a shampoo brand but managing the expectations of celebrities are difficult. Ronaldo never want to appear directly before or after a product demo on the dandruff. He doesn't want to be 'associated' with dandruff as a personality. This is rather contradictive, hence extra care needs to be put into the editing of the spot.
Ronaldo would also not wear his hair any other way. He usually wears his hair with a lot of hair products and thus makes it difficult to place him in a hair ad. This product created a lot of challenges for the team.
The campaign idea was, if you have a dandruff-control shampoo, you would feel fresher, more confident and more ready to participate in overtime activities. The activation campaign differentiates the Clear Men and involves them in a club that is spontaneous and is always pushing the limits to achieve more.
The activation campaign included night golfing, 2-hole pool amongst the many activities.
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