Men often overlook the importance of scalp care until all (hair) is lost, an issue that needed to be tackled head-on. That’s why Clear, the world’s number 1 men’s shampoo, pioneered an audacious outdoor medium by utilising the very thing it is fighting against – bald spots. Bald patches on men’s heads were transformed into ad spaces for Clear Men Scalp Pro, an anti-hair fall serum. Each bald spot featured a message that contextualised its specific state of baldness. The headlines were precisely designed to fit the unique contours of the bald patterns they sat on. These walking billboards were then unleashed over the course of weeks onto the bustling streets and male-dominated areas of Istanbul, the hair transplant capital of the world. Not only did they capture the attention of men, they kickstarted conversations around the once-taboo topic of hair loss among men and showcased the importance of preventive scalp care by providing men with an effective solution.