A Day in the Life of Prilly

A Day in the Life of Prilly is a campaign by Flock, a creative agency in Jakarta, for Sunsilk, 2024. Categories: Campaign, Digital.

Challenge

Anti-dandruff briefs always end up in a shower scene: prove efficacy in a controlled moment and ask viewers to extrapolate the promise across a full active day.

Insight

Active women do not get to pause their day for a hair check. If the shampoo works, it has to survive a workout, an ojol ride in traffic, street food humidity, and walking onto set without a single touch-up.

Idea

Shoot the day first, make the Sunsilk ad the punchline. Prilly's day-in-my-life vlog ends at her own Sunsilk shoot: the life is the proof, the commercial is just where we catch her on camera.

About this work

The classic anti-dandruff TVC stops at the hair reveal. For this campaign, the reveal is not a product shot: it is Prilly Latuconsina arriving at her own Sunsilk commercial, hair intact after a full active day, needing zero touch-ups. The vlog format carries what a 30-second spot cannot: the mundane, warm, slightly chaotic texture of a real day in Jakarta. Tea Tree Oil Serum to hempas ketombe, aloe vera and ginseng to keep rambut kuat dan sehat. The campaign collapsed those two functional claims into a single lived idea. From morning workout to ojol ride to a bakery detour to jajanin the crew, Prilly's unscripted day is the proof, and the shoot at the end is the punchline.

A Day in the Life of Prilly for Sunsilk

We haven't made that one yet. Maybe it's serendipity, let's make it together.

Creative first. Effective always.

Flock is led by two of Indonesia's most experienced industry leaders, combining creative pedigree and business acumen built across global networks, major corporations, and the country's most demanding client accounts.

Arsyad (standing) is an Executive Creative Director. His career spans Lowe, JWT, Monks, and Ogilvy Jakarta. He helped shape Flock's creative direction in an earlier chapter, and is now back to continue that work.

Nikken (sitting down) is the Managing Director. With 20+ years across Dentsu, Macs909, JWT, MullenLowe, Romp, and now FCN, she has led work for nearly all of Indonesia's major telco brands, plus automotive, FMCG, finance, tech, and beauty. Driven and meticulous, she is known for turning business relationships into friendships.

Client voices

What our clients say.

Future Creative Network

FCN brings together Indonesia's top creative companies, each with different expertise, into a single, cohesive ecosystem. One collaborative platform, delivering tailored, high-impact solutions for every client's diverse needs.

What sets it apart is a rare combination of scale and agility, the range to adapt and perform at the highest level for everyone we work with. What started in a small apartment in 2016 is now the largest local creative marketing and innovation ecosystem in Indonesia, built to empower local creative founders.

2016The Establishment1 company, 1 small apartment, 1 mission

2017Fastest Growing in IndonesiaThe fastest growing independent agency in Indonesia

2018First 'Agency of The Year' in IndonesiaFirst local agency to obtain the prestige 'agency of the year' at Citra Pariwara

2019Fastest Growing Agency in the worldThe fastest growing agency by Adweek

20202nd time 'Agency of The Year' in IndonesiaSecond time 'agency of the year' at Citra Pariwara

2021Biggest Digital Powerhouse in SEAAcquiring Olrange and becoming the biggest powerhouse in SEA

2023Top 10 Fastest Growing Large AgenciesThe fastest growing large agencies in the world by Adweek

2024Creative Agency of The YearCrowned as the Creative Agency of The Year at Citra Pariwara

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