Sunsilk taps aspiration

The initiative is the local incarnation of the global Sunsilk campaign titled ‘Life can’t wait’.

As part of the local activation, Singaporean actress Joanne Peh has been chosen as the brand icon for the country. Peh, along with the brand’s global icons Marilyn Monroe and Madonna, features in the TV spot and in outdoor executions positioned in clusters in green areas around the city-state.

The online component of the campaign centres on an initiative called ‘Lifejackers’.

Women in their 20s were invited to recount their ambitions through the website gangofgirls.com. Those with the most interesting entries will be given a chance to live out their dreams and film them as webisodes on the site.

Peter Cheung, group account director for JWT Singapore said: “We have tried to do something different to engage our target audience. Instead of using traditional channels like print, we have used outdoor and online activation.”

The campaign is a result of insight gained from a global research study. Nielsen Media Research found that three quarters of Singaporean women in their 20s feel that they are not living life to the full.

Tina Koh, brand manager of home personal care at Unilever Singapore, said: “We understand the importance of hair and we want to make sure women are reaching their potential - with hair giving them the confidence to act on their instincts and take control of life.”

The global account of Unilever is held by JWT while the current global campaign for Sunsilk was developed by the Paris-based Desgrippes Gobe.