| Title | CREAM SILK HAIR SONATA |
| Brand | UNILEVER PHILIPPINES |
| Product / Service | CREAM SILK HAIR FALL DEFENSE |
| Category | A10. Integrated Campaign |
| Entrant | JWT MANILA, THE PHILIPPINES |
| Entrant Company | JWT MANILA, THE PHILIPPINES |
| Contributing Company | JWT MANILA, THE PHILIPPINES |
| Contributing Company 2 | SAGA EVENTS Manila, THE PHILIPPINES |
| Media Agency | MINDSHARE PHILIPPINES Taguig, THE PHILIPPINES |
| PR Agency | BRIDGES PR Makati City, THE PHILIPPINES |
| Name | Company | Position |
|---|---|---|
| Tay Guan Hin | JWT Singapore | Regional Executive Creative Director |
| Dave Ferrer | JWT Manila | Executive Creative Director |
| Runrun Teng | JWT Singapore | Creative Director |
| Gayle Lim | JWT Singapore | Creative Director |
| Joe Dy | JWT Manila | Creative Director |
| Boyet Custodio | JWT Manila | Associate Creative Director |
| Lorenzo Cruz | JWT Manila | Associate Creative Director |
| Monica Dacuan | JWT Manila | Art Director |
| Pam Garcia | JWT Manila | Director Of Strategic Planning |
| Golda Roldan | JWT Manila | Director For Client Service |
| Missy Tolentino | JWT Singapore | Account Manager |
| Iea Nepomuceno | JWT Manila | Integrations Director |
| Mylene Rayala | JWT Manila | Group Account Director |
| Cha Agcaoili | JWT Manila | Associate Group Account Director |
| Nikka Velilla | JWT Manila | Account Manager |
| Sze Tian Poh/Jopa Malantic/Shayori Ghosh/Maud Zeller | Unilever Asia Pacific | |
| Gina Lorenzana/Dorothy Dee/Ching/Anne Remulla/Carlos Corrales | Unilever Asia Pacific | |
| Jackie Manago/Apples Aberin/Cheskie Ayson/Nikki Abella | Unilever Asia Pacific |
Brandeed entertainment in the Philippines is mostly concentrated on online games, and product placements in movies and TV variety shows. And lately, there has been a surge in online videos and content.
Every time people see hair demos on TV, they tune out. So to get people to listen to the message that Cream Silk can make hair up to 10x stronger, we staged the World’s 1st Human Hair Symphony Orchestra, a live demonstration of hair strength, where human hair was conditioned with Cream Silk, cut, and then made into violin bows; and these human-hair violin bows were then played in a live concert. First, hair was conditioned and strengthened with Cream Silk Hair Fall Defense. It was then cut, and given to Paul Goh, Southeast Asia’s premiere violin craftsman. Paul Goh then proceeded to string together 45 pieces of human hair violin bows. The bows were then given to the ABS CBN PhilHarmonic Orchestra. And on the 17th of October 2013, we held the Cream Silk Hair Symphony, the World’s 1st Hair Symphony Orchestra, at one of Manila’s most fashionable venues in Bonifacio Global City. Top celebrities, beauty experts and influncers were invited to be front row witnesses to this new demonstration of hair strength.
We didn’t want to have just another branded content or demo. We wanted to create a topic of conversation. So we created the World’s 1st Human Hair Symphony Orchestra. Top celebrities, beauty experts and influencers were invited to be front row witnesses to this new demonstration of hair strength. And in turn, they blogged, tweeted, and shared this event to their followers. We hoped to get women to start talking about Cream Silk Hair Fall Defense: Cream Silk makes hair so strong that it can play music? I want to see it for myself.
The Human Hair Symphony – Had over 3 million unique Twitter accounts talking about how they couldn’t believe that human hair could be so strong that it could be used to play music. Garnered more than 260 million online impressions, making it one of the Top 10 Most Read News Online for that month. Became a national event as it was covered by all the major TV networks and watched by at least 19 million viewers nationwide. Cream Silk grew by 17% ad achieved its highest market share in two years.