| Title | SOH HEM SEM |
| Brand | BRYLCREEM |
| Product / Service | HAIR WAX |
| Category | A02. Consumer Products |
| Entrant | ARACHNID Petaling Jaya, MALAYSIA |
| Entrant Company: | ARACHNID Petaling Jaya, MALAYSIA |
| Advertising/Web Design Agency: | ARACHNID Petaling Jaya, MALAYSIA |
Credits | |
| Name | Company | Position |
|---|---|---|
| Chin Weng Keong | Arachnid | Creative Director |
| Wong Hean Meng | Arachnid | Creative Head |
| Lim Ai Vee | Arachnid | Designer |
| Cheah Pih Nyuk | Arachnid | Copywriter |
| Adrian Chong | Arachnid | Account Manager |
| Aalissa Yap | Arachnid | Account Executive |
| Karen Wong | Arachnid | Programmer |
Brylcreem is losing market share to younger, hipper brands. Focusing on Brylcreem Wax, that allows hair to be endlessly restyled, Brylcreem took its first steps online to connect with younger consumers. The campaign offers hilarious product demos with mock violence inflicted upon Soh Hem Sem - a self-proclaimed hot guy whom regular Joes love to hate. Users participate by suggesting new ways to abuse Soh, and posting their own Soh Hem Sem videos. Results were phenomenal: sales for Brylcreem Wax doubled and market share tripled. A client-commissioned survey showed that Brylceem's young male target now thinks it's young and contemporary.