Joel Wilkins (@Camel_Skits) joined forces with Head & Shoulders for a unique creator collaboration that blended comedy with real industry insight. As part of the partnership, Joel flew to Geneva for a behind-the-scenes workshop day where he teamed up with fellow creators Harry Kontkanen and Crystal Wright, along with Head & Shoulders experts, to ideate new product concepts, share feedback on advertising strategies, and speak candidly about his own experiences with dandruff and haircare.
The campaign positioned creators as collaborators in shaping the future of the category, offering a fresh and thoughtful approach to branded content.
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