Creamsilk, an established household brand since the 80s, needed a fresh approach to reach out to the jaded Filipino woman.

In turning the demonstration of strong hair into a live performance that could be experienced and enjoyed, it went beyond the cold, tug-and-pull visual. Instead, it reached out to the Filipino woman in a more human, emotive form of beautiful music created with strong hair.

Traditional haircare advertising meant strong hair could be seen. But now, a live performance meant it could also be heard.

The concert drew overwhelming crowds at one of Manila’s largest, busiest malls – SM Megamall. Concert crowds swelled to a peak of 600 at its height, with many recording the concert on their handhelds, sharing it on social media sites like Instagram, Facebook and Twitter. 25.7% of users who signed up for sampling trials were first-time users of Creamsilk; convinced by the live demonstration of strong hair. More importantly, 35% of Creamsilk users recorded a more positive recognition of the brand.