Possibilities
Young women around the world face barriers in their everyday life that hold them back from achieving and actualising their dreams. Sunsilk, in partnership with Udemy, offers young girls free online courses to develop skills in areas they may not have access to or aren’t expected to pursue such as science, technology, engineering and mathematics (STEM).
Our global campaign set out to show girls the goals you dream of in the gaming world, can be achieved in real life. Our films feature local influencers in unexpected, male-dominated fields. Such as Jessica Lakshmi, a Mexico-based bio-pharmaceutical chemist and ardent gamer.
Going beyond TV we partnered with the gaming platform Roblox to develop Unilever’s first venture into the gaming world by creating Sunsilk City. A game designed to combat gender bias and encourage girls to pursue careers in any field they desire. We wanted to create a space where all girls can feel safe, included and heard by interacting with role models or accessing the brand’s free training programs. Our influencers host the games, providing girls and young women with a real-life role model to inspire them online and offline.
Alongside the real-life role models and the free online courses, there is a host of mini-games and educational content. Sidewalk Superstars encourages players to value education over domestic chores, whereas, Blow Them Away allows them to fight off toxic phrases that are used to put women down.
Global Creative Directors: Kate Lloyd & Anna Jobbins
Agency: Adam & Eve DDB London
Agency: Adam & Eve DDB London
As part of the campaign, we created a series of films that highlight how the products best support different hair types and styles.