SUNSILK X BABYMONSTER GLOBAL AMBASSADOR

UNILEVER

Unilever's Sunsilk has launched a new global campaign featuring K-pop group *BABYMONSTER, built around the message, *"Days might get tough, but Sunsilk keeps it smooth."** The campaign offers a behind-the-scenes look at the dedication, resilience, and confidence required to succeed as idols, highlighting the demanding rehearsals, photoshoots, performances, and busy schedules that define their daily lives. While few people experience the pressures of K-pop stardom, the campaign draws a parallel to the everyday challenges faced by consumers, reinforcing Sunsilk's promise to keep hair smooth and manageable no matter what the day brings.

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The campaign marks Sunsilk and BABYMONSTER's second collaboration and officially introduces the group as *Sunsilk's Global Brand Ambassadors*. Moving beyond a traditional celebrity endorsement, the campaign uses a nostalgic, home-video style to create authentic, relatable moments that strengthen the emotional connection between the group and their fans. Featuring Sunsilk's shampoo and treatment range, the integrated campaign spans television, social media, and digital platforms, further supporting Sunsilk's long-standing mission to empower women with the confidence to embrace every opportunity.

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Client: Unilever – Sunsilk, 
Territory: Global (excluding China and Japan)
Wisemen Scope: Origination, Talent Lead, Campaign Lead
Artist Agency: YG Entertainment 
Creative Agency: frank. Singapore 
Production House: Studio Surplus 
Director: Lee Jae-hyun 
Photographer: Yoon Ji-yong