Sophie Chen
Aug 8, 2012

Heidi Klum stars in Arcade’s global campaign for Clear

SINGAPORE - Arcade has launched a new global campaign for Unilever’s Clear shampoo in the US.

The 30-second commercial “Feed Scalp. Feed Beauty” stars supermodel and TV personality Heidi Klum, who leads a mindset change that in the long-time search for the foundation of strong, beautiful hair, women have been treating the wrong end of hair.

“With Arcade’s new campaign, Clear is turning hair care on its head and forcing women to rethink how to achieve strong, beautiful hair," said Dorothy Yew, Arcade managing director.. Truth is that 99 per cent of hair’s natural nourishment comes from the scalp” 

Arcade’s core idea was also translated into a digital activation campaign on Facebook, with 300,000 new fans in the first month of launch.


Client Unilever Clear Scalp & Hair Therapy
Campaign  “Feed Scalp. Feed Beauty”
Creative team Matt Cullen, Gary Tranter & Mark Taylor
Director John Rankin Waddell (Rankin Films UK)
Post production Ghost Town LA
Music Song Zu Singapore
Producer Rebecca So
Account team Dorothy Yew & Yvonne Lee (Arcade)

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