Fly-poster teasers in Buenos Aires

'As I Am' launch around the country, in bars, pubs and POS

We ask characters from various cool cities to tells us a bit about themselves, what they like to do when they go out where they live, and what ultimately makes them 'as they are'

The things they love are also brought together in an 'As I Am' city guide

Photo booths and Polaroids to encourage drinkers to take selfies and share them with us. Images shared on our 'As I Am' social platforms are displayed on digital walls in bars and pubs and on DOOH

Customers and shoppers can personalise a 4-pack right where they are. In major POS 3D printers create mini sculptures of people's heads that act as limited edition collectable bottle tops

... to champagne – in case England win

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 these 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

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

With a little help from Ian Wright, we asked people to show their support for the England squad on TikTok by singing for them in any place they could think of – from the Tube and libraries to supermarkets and schools. The videos with the most participants can win a prize, like tickets to matches or a bar tap.

We also actively asked people to sing in supermarkets, encouraged by Ian Wright on the tannoy