To show how Cream Silk can condition and strengthen, the brand staged a concert with a violin quartet who used bows made of human hair washed and conditioned with Cream Silk. Traditional bows are normally made with horsehair because it’s stronger.
JWT worked with Paul S.J. Goh, one of South East Asia’s few bowmakers, to make the custom bows. The bows were put to the test through a concert by a popular all-girl violin quartet from the Philippines at one of Manila’s largest and busiest malls.
The concert was deemed successful with around 600 viewers. The string quartet played forty songs over four sets for a total of 240 minutes. The musicians reported zero hair breakage on their bows.
Watch the promotional video of the concert below.