Unilever stages world's first hair orchestra

Unilever returned this month with another hair-raising activation for Cream Silk by staging the world’s first-ever symphony orchestra using violins played with bows made from human hair.

The Cream Silk Hair Sonata invited the 42-piece ABS-CBN Philharmonic Orchestra to serenade audiences together with a 10-member all-female violin ensemble using bows strung with long locks treated with Cream Silk.

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The performance is the climax of the brand’s Human Hair Quartet activation last July via JWT Singapore and JWT Manila to demonstrate the benefits of Cream Silk Hair Fall Defense conditioner.

The drum interest about the Hair Sonata, Cream Silk replicated the hair violin quartet performance in different malls across the metro beginning late September. It is also supported on social media via an Instagram contest which gave out exclusive invites to the concert and a free makeover.

The orchestra played 12 songs telling the story of a young struggling violinist starring brand endorser Sam Pinto. A short film directed by Gus Cruz, managing partner at Giantsponge Digital Post-Productions, accompanied the music together with a choreographed dance by Ballet Philippines.

The event, held this 17 October at Bonifacio Global City, was covered extensively both online and on TV. Social news network Rappler secured exclusive right to stream a live feed of the concert on its website while rival networks ABS-CBN and GMA gave live updates.