SUNSILK HAS SPENT YEARS BUILDING HAIR CONFIDENCE. NOW, THEY’RE HELPING BUILD SAFER HABITS.


In Thailand, 87% of households rely on scooters for daily transport. Most traffic injuries involve riders without helmets, making them highly preventable.

For many, the barrier isn’t danger. It’s inconvenience. Helmet hair is a universal problem, flattening volume and stealing time people don’t have. Every ride creates a silent trade-off: Style or safety. And too often, style wins.

During Global Road Safety Week, Sunsilk launched a TikTok Helmet Scanner that unlocked a free Wondermist only when a helmet was detected. Formulated to reset helmet hair in seconds, the safe choice became the stylish one. Creators showcased quick hair resets, while branded helmets and on-site mirrors turned safety into shareable content, making helmet use desirable, shareable, and rewarding. Sunsilk removed the trade-off and ensured people no longer had to choose their hair over their head.


CLIENT: Sunsilk
CD: Nellie Olsson
AD: Edith Årjes, Valeria Gandich
Copywriter: Fiona Östlund, Elvira Söderström