Troy Polumalu has great hair. In fact, its legendary. We created this campaign for H&S to celebrate Troy Polumalu’s hair and to connect fans with the brand. Impactful in-store displays highlighted Head & Shoulders’ NFL partnership and engaged shoppers with an exclusive on-pack offer for EA Sports music downloads. And, in order to make sure Troy’s hair remains “Legendary”—H&S commissioned a life size wax statue of Troy, his legendary locks and a helmet full of Head & Shoulders at Madame Tussauds in New York. As visitors toured the display they have access to an interactive kiosk educating users with trivia questions, encouraging them to take pictures and share content on social media. “Wax Troy” remained at Madame Tussauds for a few months before hitting the road to interact with fans and eventually appearing at Super Bowl XLVI.