Unilever’s Sunsilk has launched a campaign featuring K-pop group BABYMONSTER, developed in collaboration with frank. Singapore, Omnicom’s dedicated Unilever team.
The campaign is built around the idea “Days might get tough, but Sunsilk keeps it smooth.” It explores the realities faced by BABYMONSTER as a girl group, from rehearsals and packed schedules to photoshoots and performances.
It marks the second campaign partnership between Sunsilk and BABYMONSTER. The campaign film was shot in a home-video style, highlighting everyday moments for the group.
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“Today’s consumers are increasingly drawn to authenticity,” said Panisa Suwanarat, Global Brand Director, Unilever.
“While BABYMONSTER is admired around the world for their talent and success, we wanted to showcase the hardwork and dedication behind those achievements. Through this campaign, Sunsilk celebrates the confidence that comes from staying strong through life’s challenges while reinforcing our belief that smooth, healthy hair can help people feel ready to take on whatever the day brings.”
“We wanted to strengthen Sunsilk’s connection with a new generation of consumers who increasingly value brands that reflect the realities of modern life,” said Subarna Prabhakar, Global Business Director, frank. Singapore.
“For years, idol culture has often been portrayed through polished performances and picture-perfect moments. Yet, behind every performance is an enormous amount of hard work, sacrifice, and resilience. By capturing those realities through a more intimate and authentic lens, we were able to create a campaign that feels relatable even if you’re not a global superstar.”
Credits
Client: Unilever – Sunsilk, Global
Artist Agency: YG Entertainment
Creative Agency: frank. Singapore
Celebrity Management Agency: Wisemen
Production House: Studio Surplus
Director: Lee Jae-hyun
Photographer: Yoon Ji-yong
