Sunsilk (Unilever Arabia) / Saudi Arabia / 2025Social · Film
Everything is Under Control.
Sunsilk ran an eight-episode Ramadan comedy series on TikTok starring creator Rana Al Khodari as Sara, a Gen Z woman getting through the month with her hair under control.
- Brand
- Sunsilk (Unilever Arabia)
- Agency
- Team Reactivate
- Market
- Saudi Arabia
- Region
- Saudi Arabia
- Year
- 2025
The challenge
Sunsilk wanted to build brand equity with young women in Saudi Arabia during Ramadan, when brands compete with the season's drama series, without the product placement feeling like an ad.
The idea
The agency wrote short, TikTok-native episodes around Saudi Ramadan moments, from unexpected guests to last-minute Eid outfits, using platform trends and effects. In every episode Sara uses a Sunsilk product as part of the plot, including claiming to make her own leave-on cream.
Case study source: Campaign Middle East Source ↗
