Sunsilk has launched a new brand campaign to inspire and connect with Gen Z females across Malaysia and empower them to embrace their spirit and attitude, while empowering them to make new choices and challenge perceptions. The campaign, which was created by an all-female team, amplifies the strength of the Gen Z Malaysia’s females’ attitude. The ad was created by TBWA\Group Malaysia.
“#IniSaatKita (this is our moment) recognises the rise of Gen Z females and how different they are to previous generations. They’re driven by optimism, and a sense of empowerment to achieve their goals and won’t let perceptions of stereotypes or restrictions get in the way – nothing is impossible for them.” Natalie Goh, head of category (Hair) Sunsilk. This led to Sunsilk’s new brand platform – “All for Generation Possible”.
The project was created and developed by a completely female team – from film director, Laura Low to collaborative talent, and the marketing and agency team behind the campaign. Kharlal Nisha, senior writer, TBWA\Group Malaysia said: “Working with Laura Low was natural selection. She has previously worked with Bunga on music videos and like our three heros, has rejected stereotypes, remained focussed on her ambition and succeeded in a predominate male industry.”
The campaign features three talented Gen Z influencers who, despite being in male-dominant industries, have defied stereotypes to breakthrough and achieve their goals at such young age.
- Bunga – Malaysia’s 1st hijabi rapper
- Amira Ayob – 1st female Malaysian at the Crossfit Games
- Vivian Foo – 1st batch of female cadets enrolled in Malaysia Airlines
These women provide inspiration to ‘Generation Possible’ who believe there is no limitation to their age – even though they’re young, they’re ambitious and can still can achieve their goals and dreams.
As part of the campaign, Sunsilk will also be hosting a Virtual Masterclass live on its Facebook page and YouTube channel on 1st November, collaborating with influential KOLs and entrepreneurs, (including Bunga) to conduct workshops and share their experiences, skills and knowledge.
“We’re not only breaking the gender stereotypes in this campaign, our ambition is to debunk the stereotypes and generalisation of how people see Gen Z,” said Nazirah Ashari, TBWA\Group Malaysia, strategy director.
“Many believe they’re too young to do anything great, or at times, too ambitious and far reaching. The truth is, they are confidence, but they have tenacity and passion to embark on their own venture, and redefine their own idea of success, even if it is not fully understood by society," Nazirah added.
Join us this 8-11 December as we address the new realities for PR and crisis communicators, explore how brands are dealing with the impact of COVID-19 , and discuss areas of priority for communications. It's an event you would not want to miss out. Register now!