Our insight: In Judaism one must cover his head due to humble for god. So we used Yarmulkes – the traditional head cover.  The Western wall in Jerusalem is the holiest Jewish site in the world, prior to entering the site one must put on a Yarmulke, a traditional brimless cap. So with 10 Million visitors per year one could say that the Western Wall sees the largest turnover of head-covers per single location in the entire world, making it the perfect location for the largest-ever dandruff testing demo.  Our idea: We commissioned a veteran Jerusalemite maker to produce a Unique Yarmulkas, equipped with a special, internal, dandruff-detecting layer. Then we hijacked the existing Yarmulke distribution stand at the entrance to the site and turn our H&S Yarmulkes into a media channel by handing them out to visitors. After their visit to the wall, as the users take off their yarmulkes to give them back, our attendants would check the inside to see whether they have dandruff or not and H&S samples were distributed to those realizing they have dandruff.