SUB CATEGORY :

USE OF TALENT

COMPANY ENTERING :

GREYNJ UNITED BANGKOK, BANGKOK

TITLE :

A SCRIPTED LIFE

BRAND :

PANTENE

ADVERTISER :

PROCTER & GAMBLE TRADING (THAILAND) LTD.

AGENCY :

GREYNJ UNITED, BANGKOK

CHAIRMAN :

THOR SANTISIRI

CHIEF EXECUTIVE OFFICER :

KANAPORN HUTCHESON

CHIEF OPERATION OFFICER :

THIPAYACHAND HASDIN

GENERAL MANAGER :

KANOKKORN SEEHAPAN

CHIEF CREATIVE OFFICER :

JUREEPORN THAIDUMRONG

DEPUTY CHIEF CREATIVE OFFICER :

ASAWIN PHANICHWATANA

CREATIVE DIRECTOR :

ASAWIN PHANICHWATANA/JESSE WONG

CREATIVE GROUP HEAD :

THANAPOL JIRATADAPORN

ASSISTANT CREATIVE DIRECTOR :

SARA BADR

COPYWRITER :

JESSE WONG/SARA BADR/NATTHINEE RUENGVES

ART DIRECTOR :

PHERAPHAS JONGPHATCHARANAN

SENIOR REGIONAL PRODUCER :

AIDA GHAZALI

SENIOR TRAFFIC COORDINATOR :

JUTHAMAS TANTATED

GLOBAL BUSINESS DIRECTOR :

BRENDA CHUNG

REGIONAL ACCOUNT DIRECTOR :

PRITIKA GUPTA

ACCOUNT DIRECTOR :

JESSICA KOSITTHANAKORN

SENIOR ACCOUNT EXECUTIVE :

PRUETTHAPHOL RIENNIMITR/NATTAWUT METHITHAWAT/KELVIN JAMESON

STRATEGIC PLANNING DIRECTOR :

SMITH LUMDUBCHAN

PROJECT MANAGEMENT DIRECTOR :

KANOKSAK KANCHANACHUTHA

PROJECT MANAGER :

RAWIKARN PITAKLOHAPIT

FILM PRODUCTION COMPANY :

HAPPY ENDING FILM, BANGKOK

DIRECTOR :

NOTTAPON BOONPRAKOB

CINEMATOGRAPHER :

NATDANAI NAKSUWAN/SUTTHICHAI LUANGAMORNLERT

ASSISTANT DIRECTOR :

SASICHA KANJANUMPA

FILM PRODUCER :

PACHARIN SURAWATANAPONGS

ART DIRECTOR :

LUKSAMEE ENDOO

CASTING DIRECTOR :

PANJAI SIRISUWAN

EDITOR :

BHERADOL AMARIN

MUSIC COMPOSER :

TRISDEE NA PATTALUNG/PRAEWA CHATSUKSIRIDECH

CAMPAIGN SUMMARY :

PANTENE THAILAND WANTED TO CONNECT WITH THAI MILLENNIALS.
FROM RESEARCH, THIS TARGET GROUP IS INCREASINGLY FACING ANXIETIES, DEPRESSION AND OTHER MENTAL STRUGGLES DUE TO WORK, FAMILY AND SOCIETAL PRESSURE. AS THE RATE FOR MENTAL ISSUES CONTINUE TO RISE, PANTENE WANTS TO REACH OUT AND SUPPORT THESE YOUNG WOMEN BY ENCOURAGING SELF-CARE. A REAL LIFE STORY WAS MADE TO GENTLY REMIND THEM OF THE IMPORTANCE OF SELF-CARE.
THAT TAKING CARE OF ONESELF CAN START SMALL, AS SIMPLE AS TAKING GOOD CARE OF YOUR HAIR. AND BIT BY BIT, DAY BY DAY, WE CAN ALL FIND THE STRENGTH TO TAKE ON PRESSURE, TO TAKE THE TIME TO RELIEVE STRESS. THE REAL LIFE STORY OF A RENOWNED THAI ACTRESS, HOW THE SMALLEST OF CHANGES HELPED HER TACKLE ONE OF THE BIGGEST CHALLENGES SHE FACED IN LIFE, TOUCHED THE HEARTS OF MANY YOUNG THAI WOMEN AND SENT AN EMPOWERING MESSAGE TO ALL.

THE BRIEF :

TO REACH OUT TO YOUNG THAI WOMEN AND SUPPORT THEM, ON A DAILY BASIS AND ALSO ON A DEEPER, EMOTIONAL LEVEL.

THE STRATEGY :

FROM RESEARCH, OUR TARGET GROUP IS INCREASINGLY FACING ANXIETIES, DEPRESSION AND OTHER MENTAL STRUGGLES DUE TO WORK, FAMILY AND SOCIETAL PRESSURE. AS THE RATE FOR MENTAL ISSUES CONTINUE TO RISE AND THE AVERAGE AGE FACING DEPRESSION KEEPS GETTING YOUNGER, PANTENE WANTS TO REACH OUT AND SUPPORT THESE YOUNG WOMEN BY ENCOURAGING MORE DAILY SELF-CARE.
THE 'OUTSIDE-IN TRANSFORMATION' STRATEGY TOUCHES ON THE FACT THAT SOMETIMES THE SMALLEST OF SELF-CARE ACTS ON THE OUTSIDE CAN HAVE AN IMPACT ON HOW WE FEEL ON THE INSIDE. IT'S COMMON AMONG OUR TARGET GROUP, AND FOR WOMEN IN GENERAL, THAT SOMETIMES JUST A SIMPLE HAIRCUT OR GOING TO THE SALON CAN HELP THEM RELIEVE STRESS AND FEEL REFRESHED, EVEN JUST FOR A MOMENT.

THE EXECUTION :

IN ORDER NOT TO TRIVIALISE THE MENTAL STRUGGLES OUR AUDIENCE FACE, A REAL LIFE STORY APPROACH WAS ADOPTED. THE DOCUMENTARY / SHORT FILM IS ABOUT NING CHANYA, AN ACTRESS WHO SHAVED HER HEAD TO PORTRAY A CANCER PATIENT IN A DRAMA SERIES, WHO IRONICALLY, WAS ALSO DIAGNOSED WITH A BRAIN TUMOUR IN REAL LIFE SOON AFTER. SHE WAS VERY EXCITED THE FIRST TIME SHAVING HER HEAD FOR THE ROLE, HOWEVER, WHEN IT COMES THE SECOND TIME SHE HAS TO SHAVE HER HEAD TO PREPARE FOR REAL SURGERY, IT WAS A COMPLETELY DIFFERENT FEELING. WHILE SHE WAITED FOR HER SURGERY,
SHE DECIDED TO HAVE SOME FUN WITH HER HAIRSTYLE. AND THEN SOMETHING MAGICAL HAPPENED. EVERY TIME SHE CHANGED HER HAIR, SHE FELT A BIT BETTER, EVEN JUST FOR A MOMENT. THE SIMPLE ACT OF CHANGING HAIR STYLES / COLOUR MADE HER FEEL EMPOWERED.
THIS 'OUTSIDE-IN' TRANSFORMATION OF FEELINGS ENABLED HER TO FACE THE STRUGGLES AHEAD. TAKING ON CHALLENGES DAY BY DAY.

THE RESULT :

NING'S STORY, ABOUT HOW THE SMALLEST OF CHANGES HELPED HER TACKLE ONE OF THE BIGGEST CHALLENGES SHE FACED IN LIFE, TOUCHED THE HEARTS OF MANY YOUNG THAI WOMEN AND SENT AN EMPOWERING MESSAGE TO ALL. THE FILM ATTRACTED THOUSANDS OF SHARES AND VIEWS OVERNIGHT. WITH MANY RESONATING WITH THE STRUGGLES THEMSELVES ARE FACING OR ABOUT A CLOSED ONE THAT THEY KNOW OF. BRAND AFFINITY, IN GENERAL BUT ESPECIALLY AMONG THE YOUNG FEMALE TARGET GROUP, INCREASED DRAMATICALLY.