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This was the launch a new hair shaping wax aimed at men. Probably one of the hardest briefs I’ve had the pleasure of working on – do anything, just make it offensive. Yes, really. But, I felt it needed a reason. You can’t just be offensive for offensive sake. After much thought, I came up with the strapline ‘We only care about hair’. This gave the campaign a direction and allowed for the humorous digs and gags. There were more of these, but they went into research and the ones below came out on top.