Developed the creative direction for multiple campaigns under CREAM SILK, the Philippines’ leading hair conditioner brand. Work is focused mainly on digital activations, communicating the brand’s hair care expertise with mainly Filipino women of a diverse range of ages and economic profiles.
Cream Silk
Hair Institute
THE BRIEF
Cream Silk launched the Cream Silk Hair Institute for its 40th anniversary to reiterate the brand’s position in hair care excellence and innovation.
The creative team was tasked to develop digital and event assets, campaign messaging, and full product range visual matrix.
THE CREATIVE SOLUTION
The biggest challenge for the campaign is to repurpose all existing Cream Silk materials and create an entirely new creative direction that encompasses the full product range.
The team was able to land a distinct look and feel for the campaign, while also defining what sets the product lines apart from each other through a centralized brand matrix.
Cream Silk Keraverse
THE PROJECT
Creating relevance for a premium conditioner during the pandemic was a challenge the brand was confronted with. The creative solution that the team came up with involved shifting the focus to the benefit and the science behind the product, making a case for a valuable purchase.
Cream Silk welcomes discerning Filipinas into its Keraverse—a space to explore each Cream Silk Triple Keratin Rescue variant in depth.
The campaign ran for two years, activated through digital videos, online quizzes, event partnerships, and capping off with an on-ground activation.
THE BRIEF
The creative team was tasked to create digital video shorts that will push everyday conditioner consumption for maximum and consistent results.
THE CREATIVE SOLUTION
One thing that people continued to consume every day, even during the pandemic, was social media. Taking inspiration from live streams and BeReal, the team adapted the existing assets to a refreshed look, reminding young Filipinas that their hair requires the same attention. This is matched with a catchy line appealing to the go-getter attitude of the market.
Cream Silk Skiptuations
THE BRIEF
Cream Silk aims to have Filipinas rebuild the habit of using both shampoo and conditioner everyday.
THE CREATIVE SOLUTION
Online specially on Youtube, it is expected for users to “skip” the 6s ads when playing a video. This became the opportunity to reinforce the message of not skipping conditioner through a conscious call out as the ad hits the 6-second mark.
