To launch Shower Power – a dry shampoo made from brewing by-products in collaboration with Savonneries Bruxelloises – we created a self-aware mock shampoo ad that played with clichés to drive attention, engagement and sales.
The Idea
Shampoo ads are always glossy, slow-motion, overdramatic and whispery. So we did exactly that – on purpose.
The mock campaign exaggerated every cliché: fresh hops flying, dramatic lighting, tropical mood, whispered selling points – but made it clearly self-aware and humorous.
The result was instantly understandable as parody – and highly shareable.
Strategic Impact
Beyond the humor, the campaign reinforced Brussels Beer Project’s positioning:
- Local collaboration with a historic Brussels savonnerie
- Upcycling brewing waste (spent yeast and hops)
- Sustainable product innovation
- “Leave the Abbey, Join the Playground” in action
The comedic tone generated strong organic traction – over 40k reach on Instagram – while paid ads supported direct traffic to the e-shop and retail partners.
Execution
As Social Media Manager, I directed the creative concept and filming of the mock campaign. Production was intentionally simple – in-house setup, small crew, fast execution.
I also filmed and edited the behind-the-scenes content at Savonneries Bruxelloises to communicate the collaborative and sustainable process behind the product.
Creative-first content, built for social from the start.
