OXFAM
THE SHAMPOO THAT
FOUGHT FOOD INEQUALITY
While beauty companies fill their shampoos with food, millions go hungry. But hair doesn’t need to be ‘fed’ - people do.
To call out this stark inequality, we created Only Shampoo: a fake product designed to draw attention to a very real hunger crisis.
Launched as the next big beauty product, we partnered with some of the world’s biggest creators to educate audiences about the global food crisis, and drive donations to Oxfam.
We disrupted our audience’s purchase behaviour with Display Media that showed up right when they were about to purchase their own hair care.
Then we riled up the greatest philosophers of our time (Redditors) by dropping some seriously unacceptable facts about food inequality in r/Showerthoughts.
