My work on haircare began with local print ads for L'Oréal Paris haircare products at McCann Erickson back in 2012 and 2013. Since then, I went on to work on the global and regional accounts for CLEAR, an anti-dandruff Unilever shampoo brand, before moving on to JWT where I also did Sunsilk for the SEA market and a bit of Lux Hair for Japan. The film above starring Thai celebs Bella Ranee and Preem Ranida is not a headline for the work I’ve done for hair—I just really enjoy incorporating Thai humour in my work. (Somewhere in there, you’ll see a girl hanging on to a coconut tree as a strong gust of wind threatens to blow her away. LOL.)

CLEAR (UNILEVER)

With a BCI of “Nothing To Hide”, the work was unapologetically made for confident women (and men) who don’t shy away from being at their best because of dandruff. All campaigns conceived for CLEAR featured global and regional celebrities who embodied a sassy attitude and yet resonated with the consumers who aspire to be bold and feel powerful.

Amongst work done for the global market, a brief I worked on was to launch Unilever's CLEAR shampoo variant, Ice Cool Menthol, in Southeast Asia, with lead markets in Vietnam, Thailand, and Indonesia. We subjected the work to rigorous quals and preview tests with Millward Brown and ended up with “green” results for all copies submitted. The first film capitalised on how traffic jams were prevalent in the main markets and became a tribute to women who stay cool and fresh even whilst trapped in them and worse yet, in the harsh weather. The second played with the festival circuits and captured the imagination of a younger and trendier audience. These films star Thai celebrity Wawwa Chokprajakchat.

SUNSILK (UNILEVER)

As a brand that targeted younger women, Sunsilk was all about celebrating sisterhood while encouraging the target audience to be bold and creative whilst endeavouring new passions and embarking on new adventures.

Sunsilk Indonesia - The Story Of Raisa feat. Raisa (2018)

The Sunsilk Black Shine product isn’t just a shampoo that retains the blackness of hair. It has become the enabler of having lustrous black hair, the pride and joy of Indonesian women. On the occasion of Indonesia's 73rd Independence Day, we featured celebrity Raisa as she recounted stories of her struggles and tumultuous career path. Stories which not only roused patriotism, but also showed Raisa’s pride in her identity through having beautiful black hair. We intentionally set the stage for her to show how much she loves Indonesia by juxtaposing her against a sea of blonde and brunette hair and featured the sharing of her culture.