To demonstrate the deep conditioning power of Unilever’s Cream Silk Hair Fall Defense conditioner JWT Singapore and JWT Manila created the world’s first human hair quartet, staging a one-of-a-kind violin concert played using bows made from human hair.
The campaign marks a unique departure from traditional hair product ads that rely on tried and familiar visuals of a model tossing, brushing or tugging her luxurious mane to demonstrate the product’s benefits. JWT wanted to bring to life the promise of strong hair in an entertaining, engaging manner that hadn’t been seen before.
So JWT asked Paul Goh, one of Southeast Asia’s only bowmakers, to replace the strong horsehair on four of his bows with human hair that had been washed and conditioned with Cream Silk. A popular Filipina violin quartet put the bespoke bows to the test at one of Manila’s busiest shopping malls. The quartet played forty songs over four sets, producing 240 minute of incredible music, with zero hair breakage.
The event struck the right chord with Cream Silk’s target market. The crowd swelled to 600 at its height, more than 450 Cream Silk samples were given away and the vast majority of consumers we surveyed walked away with a positive perception of the brand.
“The starting point of this brief was, ‘What if human hair was so strong, it could do anything?’ Existing ads in the category today have become a blind spot. We needed to come up with something that resonated easily with the masses, and music hit the spot,” said Tay Guan Hin, JWT’s Southeast Asia Executive Creative Director.
“We’ve wanted to do something different for the hair category for a long time, something out-of-the-box. Hair Quartet was brilliant, because it was a fresh new take on a simple product demonstration that really leveraged the power of a live performance,” said Sze Tian Poh, Southeast Asia and Australasia Vice President, Hair, at Unilever.
Tay Guan Hin / Executive Creative Director
Gayle Lim/Teng Runrun / Creative Director
Gayle Lim / Copywriter
Teng Runrun / Art Director
Missy Tolentino / Account Manager
Mylene Rayala / Group Account Director
Nikka Velilla / Account Executive
Missy Tolentino / Producer
Jopa Malantic/ Sze Tian Poh
Advertiser / Unilever Asia Pacific