GETTING TO THE ROOTS
OF FOOD INEQUALITY
In the West, hair is imbued with creams and oils made from food. While in the North, millions live in poverty.
How did we end up in a world where hair eats before humans?
To draw attention to this stark inequality, we took the food out of hair care and redirected it towards those who need it most. The result was Only Shampoo: a fake product designed to draw attention to a very real hunger crisis.
NOT YOUR AVERAGE CHARITY CAMPAIGN
We launched Only Shampoo as the next-big beauty product. Partnering with some of the world’s biggest creators, we were able to educate millions on the global food crisis, driving eyes—and donations—to Oxfam.
We disrupted our audience’s purchase behaviour with OOH and Display Media that showed up right when they were about to purchase their own hair care.
We even riled up some of the greatest philosophers of our time (Redditors) by dropping some seriously unacceptable facts about food inequality and shampoo via r/Showerthoughts.