sunsilk | rewind:1979
Sunsilk is a global haircare brand that has long promoted self-expression. Today, women in Iran face persecution just for wearing their hair out in public due to the regime's strict veiling laws. But there was a time when Iranian women could exercise their personal freedoms without punishment by the state. Sunsilk will join the fight for women's rights in Iran by turning back the clock to before the Islamic Revolution.
BRIEF
Reintroduce Sunsilk as a modern, stylish haircare brand that resonates with the consumers of today by promoting individuality and delivering cultural relevance.
AWARDS
Young Ones One Show Merit 2025
PARTNER
Cedar Covington
activation
Salon pop-ups throughout Tehran will provide free makeovers for women in the fashion of the late 1970s.
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Sunsilk will share photos of these makeovers on their socials, shot in 35mm film.
product
Each bottle of shampoo will call to attention the horrific realities Iranian women have faced for decades, and display the lion and sun flag, a symbol of pre-revolutionary Iran.
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Sunsilk will join in protest at sites across the country, like the Azadi tower which stands as a monument to freedom.
