Sunsilk Life Can't Wait
Role: Executive Creative Director
Partner Agencies: Desgrippes Paris, AKQA, JWT NY, Weber Shandwick
CHALLENGE: Leverage Sunsilk's global leadership and Life Can't Wait campaign. Introduce Sunsilk's new style products and establish shower to mirror style creds.
INSIGHT: The Sunsilk consumer is going through a time of change -- exploring life, experimenting with style. Feeling great about the way you look, especially your hair, can trigger the courage and spontaneity to follow a dream.
IDEA: Change up your look and change up your life with Sunsilk
Global Campaign Activation
Campaign kicked off with Super Bowl ad featuring Madonna. Our challenge was to activate with similar icon-inspired style.
FSI drove trial of new products and drove to web for contest
Girls got a chance to be a Sunsilk style icon, trip to NYC and celebrity makeover
Finalists stories posted for voting
Behind the Scenes
Produced 25 inspiring finalists' stories for online voting
Gossip Girl's Leighton Meister kicked off with her LCW story
Gossip Girl integration
The CW Network interstitials featured finalist snippets and drove to web
renee mahoney cross-channel creative ideas