In Lima, a city known for its humidity, the idea of dryness feels almost paradoxical. Yet it’s precisely this contradiction that inspired Head & Shoulders’ latest campaign: one that transforms neglect into beauty while highlighting scalp care in a surprising, poetic way.
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Called Golden Restoration, the activation reimagines a run-down sports court as an open-air canvas for art and brand storytelling. Created with Digitas Peru, the project takes cues from Kintsugi, the Japanese technique of repairing broken objects with gold. The court’s cracks were filled with golden material, breathing new life into the space while visually representing the promise of Head & Shoulders’ new nourishing formula. The message is clear: what’s dry or damaged can be restored and made even more beautiful with the right care.
Urban art meets brand purpose
The intervention goes beyond a striking visual. It revitalizes a forgotten space, returns it to the community, and turns it into a metaphor for resilience. By aligning product benefits with cultural symbolism and local impact, Head & Shoulders steps off the screen and into the real world.
As the creative team summed it up: “Where some saw damage, we saw an opportunity.”
With Golden Restoration, Head & Shoulders proves that brand communication can live outside billboards and feeds. By investing in a damaged urban court and repairing it with both meaning and style, the brand delivers a campaign at the crossroads of art, care, and reinvention and reminds us that even the most visible cracks can become points of light.
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