QUIT YOUR SECOND JOB
the ask:
Create one big brand idea for Sunsilk Wondermist that transforms haircare from a pursuit of perfection into an act of self-expression. Show how the brand can live in her everyday world while making confidence feel effortless anytime anywhere.
the delivery:
She already has a career; her hair shouldn’t be another one. Modern women are already CEOs of their own lives, constantly balancing careers, relationships, ambitions, packed schedules, etc. Yet, beneath it all lies an even more exhausting "second job”: their hair care routines.
To make matters worse, this "job" offers zero ROI and carries a mental load that no one applied for. The "Quit Your Second Job" campaign shows these grueling routines for what they truly are: bossy. By framing the simplification of hair care as a radical reclamation of agency, we empower women to quit their strive for perfection and reclaim their time for things that are actually important.
social static:
social video:
hair overtime calculator:
pop-up:
Upon submitting their resignation, participants receive a free Sunsilk Wondermist.
Participants sit at a communal desk and hand-write "letters of resignation" to their current hair routines.
Once written, letters are pinned to a massive gallery wall and later shared on the Sunsilk website.