Sunsilk aims to rebrand itself in the Philippines by taking a unique approach. Rather than solely reinventing the brand's image, we decided to transform a well-known individual, Sarah Geronimo, a singer in need of a reinvention herself. We created a fresh and captivating persona by revamping her appearance and wardrobe and enhancing her hair with Sunsilk products. To generate buzz, we released a captivating song titled "Record Breaker" and unveiled her transformation on a highly popular TV show. Additionally, a Sunsilk-branded music video is produced, which becomes the talk of the town with over 3 million sites.
Agency: JWT Singapore
Creative Directors: Tay Guan Hin
Head of Art: Thomas Yang
Copywriter: Chaya Kusuma
Back to Top