Write a short summary of what happens in the film

This is a series of films where we explore Ando, a suave spy, in his dealings with dandruff. In the first film, The Chase, Ando is chased around the world by his nemesis, Detective Takashi. No matter the trick he pulls off to escape, he is always found. Eventually cornered, Ando discovers the reason why: he’s been leaving a trail of dandruff everywhere he goes. In the sequel, Winter Rescue, we journey back to Ando’s past to meet his mentor, Jiro. The duo infiltrates an enemy stronghold to retrieve an important briefcase. On their way out, Jiro’s dandruff ignites the alarm in a room of lasers, setting off a chain of disastrous consequences. In shorter formats, The Presentation and The Proposal, we show Ando rescuing men who are about to engage in an important moment in their lives with hair full of dandruff, helping them clear it up first.

Please tell us about how the work challenged / was different from the brands competitors

H&S needed to reposition in Japan, where it was far from top of mind and consideration and lagging in an overly cluttered market. In Japan, cleanliness (seiketsukan) makes dandruff a sensitive topic of conversation. Even though 41% of Japanese men have experienced dandruff, very few dare speak of it and lack information on how to treat it. So we looked beyond all category conventions and tapped into beloved anime style to create a character people could aspire and relate to. Ando is a suave spy that has all the right moves, but also dandruff, just like the audience. The campaign aims to help men break free from the stigma that surrounds dandruff and open up conversations by approaching the topic in an unexpected way.