SUB CATEGORY :

LAUNCH/RE-LAUNCH

ENTRANT COMPANY :

SOUR BANGKOK, BANGKOK

TITLE :

REJECTED CASTS

BRAND :

SAPPE BEAUTI

ADVERTISER :

SAPPE PUBLIC COMPANY LIMITED

AGENCY :

SOUR BANGKOK, BANGKOK

MANAGING DIRECTOR :

PIMMARD LEENUTAPHONG

CHIEF CREATIVE OFFICER :

DAMISA ONGSIRIWATTANA

EXECUTIVE CREATIVE DIRECTOR :

NOPPARATH EKSUWANCHAROEN

ART DIRECTOR :

DAMISA ONGSIRIWATTANA/NOPPARATH EKSUWANCHAROEN/
KANYAPORN LONGPRASERT

COPYWRITER :

PADCHA TANVIRUCH/LACKSANAPATR SIRICHAIJUMNONG/
NICHA WITAYAPAISITSAN

AGENCY PRODUCER :

WUTTIPON THANOPAJAI

BUSINESS DIRECTOR :

SURAPONG CHANPRASERT

ACCOUNT DIRECTOR :

SOMRUETAI SANCHAYAKORN

STRATEGIC PLANNING MANAGER :

RATTANAKORN SOMPRASOPSUK

MEDIA BUYER :

GUNWARA OSATHANOND/JITSOPIN JANWILAI/
PORNPITCHA NAKORNSRI

MEDIA AGENCY :

SOUR BANGKOK, BANGKOK

PERFORMANCE MEDIA SPECIALIST :

KANOKPIT PHROMPAT

HEAD OF MEDIA :

NAPAS WARASESTASAK

PR AGENCY :

SOUR BANGKOK, BANGKOK

FILM PRODUCTION COMPANY :

THE FILM FACTORY CO.,LTD, BANGKOK/AFTERNOON, BANGKOK

DIRECTOR :

PEN-EK RATANARUANG/PRAPAPORN NAKJOO

DIRECTOR OF PHOTOGRAPHY :

CHANKIT CHAMNIVIKAIPONG/NATTHAPON WUTTIPETCH

ASSISTANT DIRECTOR :

RATTAPON JANTARARUANGTONG/
CHANOKNUN KOSOLWATTANAKUL

EXECUTIVE PRODUCER :

REWAT VORARAT

FILM PRODUCER :

PHUANGPHAKA RUTIMANON/MINTA LEKDEE

PRODUCTION MANAGER :

PAPHAWEE SIRITHANIYAPAKDI

PRODUCTION ASSISTANT :

NICHED LASEEDA/PRAPATSORN SAENGTHONG

CASTING :

SOIFA SAENKHAMKON/TIPPAWAN NARINTORN

PROP MASTER :

ARRUK SAENSIRIPHAN

STYLIST :

THANATCHA CHAISOMBAT

WARDROBE :

VISA KONGKA

POST-PRODUCTION COMPANY :

ONE COOL PRODUCTION CO., LTD., BANGKOK

EDITOR :

JINNAPAT THAMMASAN/WALLEVEE

COLORIST :

CHAITAWAT THRISANSRI/FLANJKS

POST PRODUCER :

APICHAYA YOOPRAYONG

SOUND PRODUCTION COMPANY :

PUMPUMPUM STUDIO, BANGKOK

SOUND RECORDER :

SARAWUTH PANTA

CAMPAIGN SUMMARY :

The "Rejected Cast" campaign by Sappe Beauti Drink challenged the beauty industry’s narrow standards by casting individuals previously rejected for not fitting conventional beauty ideals. The goal was to promote inclusivity and redefine beauty by celebrating authenticity. The creative challenge lay in turning rejection into empowerment without appearing tokenistic. By authentically sharing the cast's real stories, the campaign connected deeply with audiences, sparking social conversations and driving brand engagement. This bold move successfully positioned Sappe Beauti as a progressive, inclusive brand.

CREATIVITY/IDEA/INSIGHT :

Sappe Beauti’s rebranding campaign, "The Rejected Casts," aims to shift the brand’s definition of beauty to be more inclusive and diverse, declaring that “Beauty has no standards.” This campaign redefines the traditional beauty standardization process in advertising, known as 'The Castings Process,' by featuring individuals who were previously rejected by other beauty brands in the casting process. By showcasing the stories of these overlooked talents, "The Rejected Casts" celebrates their unique beauty and challenges conventional beauty norms.

This campaign turns casting rejects into the new faces of Sappe Beauti, setting a new standard for inclusivity and proving that everyone deserves to be seen and celebrated. In a world still struggling with outdated beauty standards, Sappe Beauti is leading the way in redefining what it means to be beautiful.

STRATEGY :

The "Rejected Casts" campaign strategically targeted multiple audiences, including industry professionals and individuals directly affected by narrow beauty standards. Data gathering involved analyzing industry casting trends and identifying individuals who had been previously overlooked due to outdated beauty norms. This approach included collaborating with casting managers and industry experts to source stories from those who faced rejection.
The campaign specifically aimed at beauty industry insiders, including casting agencies, model agencies, and entertainment professionals. It also reached out to a broader audience of actors, actresses, and aspiring models who have experienced rejection due to conventional beauty standards.
The strategy was to challenge and redefine traditional beauty standards by showcasing the personal stories of individuals who had been excluded. By featuring these casting rejects as the new faces of Sappe Beauti, the campaign called for a shift in industry practices towards greater inclusivity. The campaign emphasized the message that "Beauty has no standards," urging industry professionals and the public to embrace and celebrate diverse forms of beauty. This strategic approach not only highlighted the need for change but also demonstrated Sappe Beauti's commitment to leading the way in fostering a more inclusive representation of beauty.

EXECUTION :

The "Rejected Casts" campaign utilized a strategic multi-channel approach to maximize its reach and impact. At its core was a documentary-style film directed by Pen-Ek Ratanaruang, which premiered on Sappe Beauti’s social media platforms. This film highlighted the personal stories of individuals previously rejected by beauty brands, sparking significant buzz and meaningful conversations on social networks. To extend its impact, the film was boosted through targeted campaigns aimed at audiences passionate about beauty, diversity, and casting.

Social media ads on Facebook, Instagram, and Twitter played a pivotal role, engaging a broad demographic that included individuals who had faced rejection and industry professionals alike. These ads fostered dialogue and heightened engagement, helping to solidify the campaign’s message.

Complementing the digital strategy, nationwide billboards prominently featured the rejected individuals, visually reinforcing the campaign’s theme of inclusivity. This high-visibility placement ensured the message resonated with diverse audiences across various locations, challenging traditional beauty standards.

The campaign’s media strategy called for a shift in industry practices and societal perceptions, urging both professionals and the public to embrace a more inclusive definition of beauty. By showcasing those previously excluded, it prompted reflection and action, positioning Sappe Beauti as a leader in fostering meaningful change.

RESULT :

The "Rejected Casts" campaign achieved exceptional success, reaching over 93 million people with 70 million views and 72 million engagements, ranking it No.1 in social engagement within the functional drink industry. The campaign surpassed benchmarks with a 153% higher video completion rate and an earned media value of 167 million THB.
Consumer behavior shifted significantly, with a 49% increase in product searches and a 1600% growth in brand engagement. The campaign also inspired over 400 user-generated clips, enhancing authenticity and reach.
Beyond these metrics, the campaign catalyzed industry change, prompting a new movement where individuals began submitting their own casting comp cards and established hubs for beauty standard-free casting. This reflects a shift towards more inclusive practices in casting, demonstrating the campaign’s broad influence on industry norms.
By redefining beauty standards, Sappe Beauti not only enhanced brand visibility but also fostered significant consumer engagement and loyalty. The campaign successfully positioned Sappe Beauti as a leader in inclusivity, driving both impactful business results and a deeper connection with its audience.