Seda Shampoo: "7 EXPERTS" Promo / PR Ad by JWT Brazil

Category: Best Use of Branded Content
Advertiser: UNILEVER
Product/Service: SEDA HAIR PRODUCTS
Agency: NEW CONTENT
Agency: JWT BRAZIL
Date of First Appearance: Aug 8 2009 12:00AM
Entrant Company: NEW CONTENT, Sao Paolo, BRAZIL
Chief Executive Officer: Giovanni Rivetti (New Content)
Chief Creative Officer: Roberto Feres (New Content)
Chief Account Manager: Raphael Alcantara (New Content)
Head of Production: Ricardo Justus (New Content)
Creative Director: Marcelo Pascoa (New Content)
Producer: Tathiana Pires (New Content)
Account Manager: Luciana Forster (New Content)
Chief Financial Officer: Edoardo Rivetti (New Content)
Media placement: TV Campaingn (7 Versions) - Rede Globo De Televisão - 8 August 2009
Media placement: TV Campaingn (7 Versions) - Discovery Brasil - 8 August 2009
Media placement: TV Campaingn (7 Versions) - FOX Brasil - 8 August 2009
Media placement: TV Campaingn (7 Versions) - Warner Brasil - 8 August 2009
Media placement: TV Campaingn (7 Versions) - Sony Brasil - 8 August 2009
Media placement: TV Campaingn (7 Versions) - Globo SAT - 8 August 2009
Media placement: TV Campaingn (7 Versions) - Rede Record De Televisão - 8 August 2009
Media placement: TV Campaingn (7 Versions) - SBT - 8 August 2009

Results and Effectiveness
The partnership between Sunsilk and the 7 hair experts was introduced in the form of truly relevant content, adding real value to an already outstanding product innovation.

Creative Execution
7 experts. 7 models. 7 locations. Each photograph was co-created by one of Sunsilk’s experts, portraying the hairstyle for which they became known. The making of this international fashion shoot was turned into 7 unbranded behind-the-scene drops broadcast on national TV. It was only a matter of time until the experts became the talk of the town.

Insights, Strategy & the Idea
In 2009, Sunsilk invited 7 of the most celebrated hair experts worldwide to co-create new formulas for its entire line of products. But how do you make international experts relevant to a local target that’s never heard of them before? We travelled three different continents to produce an exclusive beauty editorial for Vogue Magazine, the international fashion bible.