Oliver Payne

Behavioural insight & comms consultant

‘99 Head & Shoulders Game

Launch the Head & Shoulders Menthol game

Creative Direction | Idea Generation | Navigation Structure | Art Direction | Copywriting | Design | 3rd Party Management

Use the offline character of Cool Jules and make Head & Shoulders Menthol attractive to young men online.

An incentivised online game, devised from the ground up with the brand in mind rather than re-skinning and existing game. Cool Jules has to complete humourous tasks in a navigable environment. Highest score wins a new scooter.

Amaze Ltd, Liverpool were contracted to build the project under my creative direction. AdTools, London were contracted to build a desktop exe file. Illustrations by Tracy Worrall.

Average time exposed to brand per person = 33mins. Superb result.