The line, "You May Be a Victim of White Collar Crime" forms the central tenet of the campaign. It concentrates on the social stigma of dandruff, while having fun with it as well. It comes from a largely unexpected place – the typical shampoo imagery is nowhere to be seen. But better still, the campaign takes on a guerilla teaser feel. In many of its executions, it does not reveal the brand, but pulls in the target through use of the web and contesting. This was a pitch that not only won the business by beating out three larger agencies, it encouraged Proctor & Gamble to break protocol and put The Adlib Group on their preferred supplier list.