Strong & Long Biarkan Panjang Bersama Athalia
9. Entertainment Kancils [9.15 Influencer & Co-creation]
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Links:
https://www.youtube.com/watch?v=GJIGOdpwcKc
Product/Service:
Hair care
Client:
Sunsilk
Brief:
Sunsilk Malaysia with their usual hair promos had an idea to try something new, something they've tried once or twice before - but to revamp the idea again one more time. To craft a music video and song for their latest 'Strong and Long Hair' products. And of course, the usual task in hand for us was to figure out a way to make it 'danceable' and cool, while separating it from other music videos from similar competitor brands in the past and present in Malaysia. To make it 'viral' sounding and 'TikTok' friendly if you will. On top of that, the music video + song had to star someone well-known in the Malaysian industry, whether an influencer or artist - that would/could best represent Sunsilk's already strong following.
Solution:
In came Athalia Buswani, an influencer turned music artist with her 500k+ followers on Instagram best known for her many viral dance videos in Malaysia that she's done as well as her short covers that she would post often on TikTok and Instagram. The bonus is that she's always had strong, luscious, and long hair in almost all (if not most) of her posts on social media. The perfect candidate for Sunsilk! Adding on top of what she already has and can offer to the table, we crafted a 'Dua Lipa' like disco track with heavy references to what Sunsilk has to offer. Quoting the lyrics 'Biarkan rambut panjang, rambut 'kan sihat tumbuh pun cepat' - the infectious dance track complements Athalia's personality and overall social presence well for Sunsilk's main goal of promoting their 'Strong and Long' product.
