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Crazy Pets are animals made out of two different animal species and have their character traits, skills and faults, which leads to very entertaining but unpredictable behaviours.

Some of them are surprising and unique to the particular mix, and players can teach them new skills, too.

Crazy Pets live in a special environment in the game. This could be a garden, a room, a cage or a water tank. Aim of the game is to build an ongoing relationship with the Crazy Pet and teaching the player to take responsibility by sticking to a routine and caring for their Crazy Pet.

The game starts with a funny looking egg. For a short while, it’s in an incubator but when the Crazy Pet is ready to hatch the player will get a notification so he doesn’t miss its birth. He won't know what he'll get until it's hatched

The player's responsibilities are cleaning the toilet training, feeding, grooming, behaviour training and entertaining their Crazy Pet as well as pop-up challenges and tasks.
Crazy Pets can also be used for the player's benefit, like an alarm clock, or to sing and dance for entertainment. Crazy Pets can tell what mood the player is in and act accordingly.
Players can also win Crazy Pet Credits which can be redeemed for game add-ons such as Crazy Pet skills or training

Players can share their Crazy Pets with friends for a limited time and play with them

There is a tradition in a lot of Middle Eastern and Asian countries where little girls get their head shaved in order for hair to grow back stronger and more beautiful. In the more liberal parts of the Middle East, the launch campaign for Dettol shampoo, which nourishes the scalp and makes hair stronger and more beautiful, is based on this age-old tradition. This campaign gets its effectiveness from the friction that comes from not only showing no head covers, but featuring women with shaved heads

OOH to announce live event

Live event on various social channels and TV, with celebrities participating in the 'hair stunt'. People can then follow the celebrities on their social media channels and find out what happens as their hair grows back, with tips on hairstyles for different hair lengths

Follow-up print and OOH

App with secrets and tips for getting a healthy scalp and beautiful, strong hair