Breaking through the traditional hair care advertising, JWT Singapore and JWT Manila created the world’s first human hair quartet in an activation to vividly demonstrate the strength-boostingproperties of Unilever’s Cream Silk Hair Fall Defense.
Using bows that had been strung with human rather than horse hair, the popular Filipino violin quartet naturally proved a hit in a market that appreciates music.
“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.
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The agency collaborated with Southeast Asia’s only bowmaker – Paul Goh– who replaced four of his traditional violin bows of horsehair with human hair that had been conditioned and strengthened by Cream Silk.
Concert crowds swelled to a peak of 600 at its height and more than 450 Cream Silk sampleswere given away at the event. The event also generated a customer database with 25.7% first-time users who signed up for sampling trials convinced by the live demonstration of the product’s benefits. They aim the Philippines as their target market
