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SUB CATEGORY :
BEST USE OF TALENT
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COMPANY ENTERING :
J. WALTER THOMPSON, BANGKOK
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TITLE :
HAIR TALK
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BRAND :
SUNSILK
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ADVERTISER :
UNILEVER THAILAND
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AGENCY :
J. WALTER THOMPSON BANGKOK,
BANGKOK
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APAC CHIEF CREATIVE OFFICER :
SHEUNGYAN LO
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CHIEF CREATIVE OFFICER :
JOAO BRAGA
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GLOBAL EXECUTIVE CREATIVE DIRECTOR :
MARCO VERSOLATO
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CREATIVE DIRECTOR :
PIYA CHURARAKPONG/PINGKAN RARUMANGKAY
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ASSOCIATE CREATIVE DIRECTOR :
SEBASTIAN CHENDRA/JIRADEJ PENGLENGPOL
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COPYWRITER :
NATYA ARUN
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ART DIRECTOR :
EDWIN YACOB
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GLOBAL BUSINESS DIRECTOR :
SARAH HEMPSTEAD
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REGIONAL BRAND DIRECTOR :
CATHERINE GIAZON
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GROUP ACCOUNT DIRECTOR :
LEN DE ROSALES/SIRIPORN KAMPONG
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STRATEGIC PLANNING DIRECTOR :
PRACHAWAN KETAVAN
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PRODUCTION DIRECTOR :
JIROJ MECHOOJIT
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AGENCY PRODUCER :
ATTAPONG CHOOAMNARD
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FILM PRODUCTION COMPANY :
JUMP FILM, BANGKOK
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DIRECTOR :
VASUPHON KRIANGPRAPAKIT
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CO-DIRECTOR :
CHINNAPAT POTIENG
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ASSISTANT DIRECTOR :
VANNAPOND NOIGASAME
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CINEMATOGRAPHER :
CHALONGGWUT CHORRUANGSAK
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FOCUS PULLER :
SANYA KLONGKITCHAROEN
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ART DIRECTOR :
LUKSAMEE ENDOO
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PRODUCTION PRODUCER :
JEERANUN NUTCHAYAPOLWORAKUL
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PRODUCTION MANAGER :
YAOWALAK SAEKHOW/NANTAWAN CHERDPHOL
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CASTING TEAM :
PARICHAD WISETPANICH
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POST-PRODUCTION COMPANY :
JUMP FILM, BANGKOK
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EDITOR :
WISARUT DEELORM
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CAMPAIGN SUMMARY :
LIKE THOUSANDS OF GIRLS IN THAILAND AND ACROSS THE WORLD, ROCK WAS BORN IN A MAN’S BODY. SUNSILK TELLS HER LIFE STORY FROM
THE POINT OF VIEW OF HER HAIR. EVERY INCH OF HAIR IS AN IMPORTANT MILESTONE ON HER JOURNEY TO WOMANHOOD. THE LONGER IT GETS, THE MORE FEMININE SHE IS. THE FILM IS STARRED AND INSPIRED BY
THE TRUE STORY OF 20 YEAR-OLD ROCK KWANLADA, FIRST RUNNER-UP
MISS TIFFANY UNIVERSE 2017.
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THE BRIEF :
TRANSGENDERS HAVE GAINED THE LOVE AND RESPECT OF THEIR GIRLFRIENDS AND THROUGH THE YEARS HAVE BEEN INCREASINGLY ACCEPTED BY THAI SOCIETY, BUT THE SAME CANNOT BE SAID OF THEIR FAMILIES. TO COMMUNICATE IS LONG HAIR VARIANT, SUNSILK TAPS INTO THAT CULTURAL TENSION TO TELL AN INSIGHTFUL HAIR STORY AND SHOW SUPPORT FOR EVERYONE’S RIGHT TO EXPLORE, REGARDLESS OF GENDER OR CHOICE. EVERY INCH OF HAIR IS AN IMPORTANT MILESTONE ON HER JOURNEY TO WOMANHOOD. THE LONGER IT GETS, THE MORE FEMININE SHE IS.
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THE STRATEGY :
WHILE MOST BRANDS CHOOSE TO EMPOWER THE FEMALE TRIBE, SUNSILK RISES ABOVE THE OVERUSED GIRL POWER APPROACH TO SPARK A NEW CONVERSATION AND EMPOWER THAI GIRLS TO SHOW THEIR SUPPORT FOR THEIR OWN TRANSGENDERS FRIENDS. FOR SUNSILK, EVERY GIRL SHOULD BE ABLE TO EXPLORE THE WORLD FREELY WITH THE HAIR BY HER SIDE – AND WE MEAN EVERY GIRL. HERE WE BUILD ON THAT BRAND BELIEF TO CHALLENGE STEREOTYPES AND AT THE SAME TIME COMMUNICATE
THE LAUNCH OF A LONG HAIR VARIANT.
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THE EXECUTION :
INSPIRED BY REAL STORY OF TRANSGENDER ROCK KWANLADA, THE FILM PORTRAYS A JOURNEY OF EXPLORATION, HER OBSTACLES AND ACHIEVEMENTS – ALWAYS FROM THE POINT OF VIEW OF HER HAIR. IT WAS INITIALLY POSTED ON THE BRAND’S FACEBOOK PAGE, AND WITHOUT ANY PAID MEDIA, GATHERED 2.5 MILLION PURELY ORGANIC VIEWS AND 25K SHARES WITHIN THE FIRST 48H.
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THE RESULT :
THE FILM WAS AN INSTANT HIT ON SOCIAL MEDIA AND WITHIN 2 MONTHS OF THE LAUNCH, HAS GATHERED 37 MILLION VIEWS, OVER 500K REACTIONS AND 60K SHARES, SPARKING A NATIONWIDE CONVERSATION AROUND GENDER AND STEREOTYPES. BRAND MENTIONS ON SOCIAL MEDIA HAVE RISEN 1.500% AND THE MARKET SHARE FOR THE VARIANT INCREASED 22% IN THE MONTH OF THE LAUNCH.