Insight:
Hair loss, like deforestation, often begins subtly but can quickly escalate if ignored. Both carry emotional weight—loss, helplessness, and the fear of no return. Svenson taps into this parallel, reminding people that with timely action, regrowth is still possible. 

Idea:
The campaign visualises hair loss through the lens of environmental devastation. Close-ups of scalps are cleverly reimagined as deforested landscapes, where fallen hair mimics tree stumps and thinning patches resemble barren land. Each visual echoes a stage of loss, anchored by the urgent message: “If you act now.” 

Execution: 
These haunting yet powerful images blur the line between scalp and soil, turning a personal issue into a universal metaphor. The surreal visuals, combined with minimal headlines and subtle branding, created an iconic campaign that quickly went viral—triggering numerous imitations, parodies, and impressions across the ad world. It proved that with the right concept, even a personal care brand can spark global creative conversation.