Arcade launch CLEAR in North America Arcade created the launch campaign for CLEAR Shampoo in North America. The model and television personality Heidi Klum is the face and hair of the Clear women's line in this integrated campaign, which carries the theme "Feed scalp. Feed beauty." The campaign represents a major shift in focus for a shampoo brand from hair care to scalp care. The idea captures many women discovering this news for the first time with Heidi as the Piped Piper of the new movement. Arcade also developed the digital activation idea. As a new entrant in the market, it was critical to encourage trial amongst consumers. The site also enables the public to upload and share their experiences with CLEAR.