P&G in SEA had a unique challenge. Rejoice, their highest selling shampoo brand wanted to start a conversation with Gen Z, but anything to do with hair could not be breached in a market where most of the audience are hijabis. 

So we turned to the brands core message - 'effortless self-expression' and saw it through the lens of a young hijabi in 2021. Self-expression to her is stickers, gifs, and of course emojis. But when we scoured the internet we found that even a cat has 9 diffferent expressions, while there's only one hijab emoji. 

The idea was get the world to see hijabis as individuals and not as a stereotype, and we did that by adding more alphabets to the internet's favourite language of self-expression - EMOJIS.