A Kintsugi-Inspired Urban Revitalisation That Transforms Damage into Art
Lima, Peru – August 28, 2025 – Head & Shoulders, in collaboration with Digitas Peru, today launches Golden Restoration, an innovative outdoor media campaign that brings a powerful metaphor for care and renewal to the heart of the city.
In one of the most humid cities in the world, dryness and scalp damage might seem unlikely. But Digitas Peru embraced this contradiction, selecting a cracked, forgotten sports court in Lima as a canvas for transformation. Drawing inspiration from Kintsugi—the Japanese art of repairing broken pottery with gold—the creative team filled the court’s fractures with luminous gold, turning deterioration into a bold, living artwork. 
“Where others see damage, we saw an opportunity,” said Carlos Altamirano, VP Creative at Digitas Peru. “We wanted to show that, with proper care, even the most visible marks of dryness can be transformed into something valuable and beautiful that promotes overall well-being.” 
More than a striking visual, Golden Restoration revitalizes a neglected urban space—returning it to the community and transforming it into a metaphor for the nourishing power of Head & Shoulders’ new golden formula. The installation blends brand messaging, art, and social impact into one meaningful gesture. 
Through this campaign, Head & Shoulders demonstrates that inspiration can escape the confines of digital feeds and traditional media. By infusing art into urban life, Golden Restoration invites the public to reimagine the value in brokenness—and the beauty in healing. 
About Head & Shoulders
Head & Shoulders is a global leader in scalp care and anti-dandruff solutions, known for pioneering formulas that restore health and confidence.
About Digitas Peru
Digitas Peru is a creative agency specializing in culturally resonant and innovation-driven campaigns that bridge art, storytelling, and community engagement.
