CLEAR 100 FInal Season

Challenge

Talking about dandruff shampoo is about as fun as waiting for your phone to restart. Zero buzz, zero cool.In 2025, Clear didn’t just want to sit on a supermarket shelf — it had bigger dreams. It wanted Gen Z hype: to flip dandruff talk into meme talk, hijack timelines, and make shampoo trend harder than their favorite idols.So how do you do that?

Execution

Introducing Clear 100 Scalp Survival. A survival show where scalp care meets drama: 100 contestants, a million-baht prize, and one brutal rule to prove our product benefit — scratch and you’re out.
The franchise spanned three seasons, each one bigger, louder, and closer to Gen Z culture.

Season 1 launched the concept — Clear’s first bold step away from boring ads into full-on branded entertainment.

Season 2 cranked it up with new games, louder KOL spins, and even real-world activations in retail.

But Season 3? That’s where everything flipped. Instead of asking people to sit through episodes, we spoke Gen Z’s language: short-form, snack-size chaos built to hijack their feeds. Memes, epic fails, celeb cameos, KOL collabs — and the breakout star, our very own Itchy Monster. By flooding social with moments big and small, Clear 100 evolved from a show you could watch into a cultural wave you couldn’t escape

Action

The campaign exploded with 274 million views and 25 million+ engagements across X, TikTok, and Meta — numbers FMCG brands rarely touch.On X, hashtags trended with 194K tweets, and the Takeover sparked 8,000+ conversations in a single day