The 'Hair Quartet' Campaign Used Human Hair to Create Instruments
Alexander Lam — July 17, 2013 — Marketing
References: creamsilk.ph & psfk
In an effort to prove how effective Unilever's Cream Silk conditioner is, ad agency JWT created instruments using human hair and used them to launch a campaign entitled 'Hair Quartet.' The bows were used to play a concert in the Philippines in order to showcase the benefits of Cream Silk.
The ad agency commissioned bow manufacturer Paul Goh to create violin bows using human hair conditioned with Cream Silk. Since bows traditionally use horsehair for its strength, using human hair demonstrates how effective Cream Silk is at strengthening hair.
Using the new bows, JWT launched a 240 minute concert for an audience of around 600 people. A popular Philippine-based music group was commissioned to play in one of Manila's busiest malls. Though the quartet played 40 songs, none of the hairs on any of the bows broke.
The ad agency commissioned bow manufacturer Paul Goh to create violin bows using human hair conditioned with Cream Silk. Since bows traditionally use horsehair for its strength, using human hair demonstrates how effective Cream Silk is at strengthening hair.
Using the new bows, JWT launched a 240 minute concert for an audience of around 600 people. A popular Philippine-based music group was commissioned to play in one of Manila's busiest malls. Though the quartet played 40 songs, none of the hairs on any of the bows broke.
Trend Themes
1. Human Hair Instruments - Creating instruments using human hair showcases the potential for innovative material usage in the music industry.
2. Hair Care Innovation - Using human hair as a demonstration of the product's efficacy opens up opportunities for disruptive hair care product development and marketing strategies.
3. Unconventional Campaigns - The 'Hair Quartet' campaign highlights the potential for unique and attention-grabbing advertising campaigns that can make a lasting impact on consumers.
Industry Implications
1. Music - Exploring new materials like human hair for instrument construction could lead to disruptive innovation in the music industry.
2. Beauty and Personal Care - The use of human hair to demonstrate the effectiveness of hair care products presents opportunities for disruptive innovations in the beauty and personal care sector.
3. Advertising and Marketing - Unconventional campaigns like the 'Hair Quartet' demonstrate the potential for disruptive ideas and approaches in the advertising and marketing industry.
2.9
Score
Popularity
Activity
Freshness
