CLEAR 100 Itchy Monster

Challenge

Dandruff is invisible online — nobody posts about it, nobody talks about it. But in real life, it feels like a monster on your head. Clear’s challenge was to take that hidden problem and make it impossible to ignore. So we gave it a face, a body, a character Gen Z couldn’t scroll past — a monster they’d chase, film, and share everywhere.

Execution

The Itchy Monster. A Mascot that tours the town and challenge people and challenges people not to scratch their head (brand benefit).

We turned the mascot into a live stunt and a content machine. It teased people in the streets, spreading itchiness and making the problem impossible to avoid. It showed up on Thailand’s high-rating TV show The Wall Song alongside boy couple Joong-Dunk, turning a scalp issue into primetime drama. It hijacked trends on TikTok — from viral POV formats to the hit song “Baby Tee” — proving dandruff could live inside Gen Z’s culture.

The monster popped up at iconic locations like Songwat and Yaowarat, checked in at Big C as a retail partner, and even danced through tentpole events like Songkran, parading with the crowds. Everywhere Gen Z looked — their feeds, their streets, their favorite shows — the itch followed them. And finally, the Monster made its way into the Clear 100 Game Show itself, bridging teasers with the ultimate finale.

Action

What started as a mascot became a months-long interactive show — with short, snackable content that kept Gen Z entertained from February to June, while landing one clear truth: use CLEAR, and you won’t scratch, because you won’t have dandruff.