TBWA Kuala Lumpur
Unilever Malaysia
Beauty
Sunsilk Malaysia has seen consecutive decline in recent years. To regain their number 1 position, they needed to connect with the new generation of Gen Z women – who stopped seeing the brand as relevant. Our audience is also hungry and optimistic – but they faced barriers when it comes to careers, especially in male-dominated industries.
We created a platform to empower our audience to rewrite the narrative – MISS POSSIBLE. One that would encourage them to believe in their potential and reach their goals. We launched it with #IniSaatKita – a rallying cry for young women to rise up and shine. The anthemic music video featured influencers who have succeeded in male-dominated industries, like Bunga, a Malay rapper who has risen in the male dominated hip hop scene, plus a female pilot, and a female boxer. To empower young women for real, we created online Master Classes, taught by successful female entrepreneurs, Sunsilk internships, and sponsorships to provide them with real skills and resources. The result : Over 2 million YouTube views within a week, and increased positive sentiments on the Sunsilk brand.
AGENCY
Chief Executive Officer: Yee Hui Tsin
Chief Creative Officer: Gigi Lee
Creative Director: Fazlee Sabbaruddin
Creative Group Head: Ho Siew Voon
Senio Copywriter: Kharlal Nisha
Art Director: Olivia Ariferiani
Copywriter: Farah Rabiah
Producer: Nisha Khiruddin, Fabian Lum
Strategy Director: Nazirah Ashaari
Business Unit Head: Judy Wong
Senior Brand Manager: Wong Siew Yau
Brand Executive: Tee Sue Ann
