Hair on a G-String: JWT design ‘human hair’ symphony to showcase conditioner
JWT Singapore and JWT Manila have undertaken a unique stunt to promote Unilever's Cream Silk Hair Fall Defense conditioner, designing a string quartet played on human hair. Bowmaker Paul Goh constructed violins using human hair instead of the customary horse hair in a bid to Showcase the product. The hair had been washed and conditioned with Cream Silk. In a statement, JWT said the quartet played forty songs over four sets, producing 240 minute of music with zero hair breakage. "The starting point of this brief was, 'What if human hair was so strong, it could do anything?' Existing ads in the category today have become a blind spot. We needed to come up with something that resonated easily with the masses, and music hit the spot," said Tay Guan Hin, JWT's Southeast Asia Executive Creative Director. "We've wanted to do something different for the hair category for a long time, something out-of-the-box. Hair Quartet was brilliant, because it was a fresh new take on a simple product demonstration that really leveraged the power of a live performance," said Sze Tian Poh, Southeast Asia and Australasia Vice President, Hair, at Unilever.