Sunsilk City features Mexico-based bio-pharmaceutical chemist and gamer Jessica Lakshmi as a real-life role model. She features as an avatar and acts as the in-game host.
Lakshmi is leveraging her social platforms to teach others about the practical implications of science and inspire other girls to enter the world of science, technology, engineering and mathematics ('Stem'). Her avatar and inspirational story also feature in the Mexican advertising campaign developed by Sunsilk, which will be supported by a social and influencer program.
Alongside real-life role models in gameplay, Sunsilk City’s mini-game Sidewalk Superstars encourages players to prioritize education over domestic chores. Another mini-game, Blow Them Away, lets players fight off toxic phrases typically used to put women down with a virtual hair dryer.
The House of Hair mini-game aims to drive a sense of creativity and artistic expression for players and improve representation on the platform.
Sunsilk City also aims to equip women with tangible real-world skills via the House of Skills, which educates players using 20 free online courses, in partnership with learning platform Udemy. The courses provide women with both soft and hard skills that encourage them to achieve their dreams.
Sunsilk City was created by Karta, a creative metaverse agency, and Roforco, a Roblox Game Studio. The virtual city will first be launched in Mexico.
Purnima Lamba, global brand vice president at Sunsilk, said: “With so many young women around the world engaged in gaming and the widespread possibilities of the metaverse, we saw an incredible opportunity to reach a new generation in an engaging and authentic way. Our hope is that Sunsilk City will inspire girls round the world to broaden their horizons and feel empowered to reach for their dreams – as well as providing a fun experience!”
Jessica Lakshmi said: “I faced a lot of barriers as a woman entering the world of Stem and I’m hoping the campaign will help give girls the inspiration and resources they need to follow their dreams. I’m a gamer myself and have loved playing Sunsilk City!”