Sunsilk Film THE HAIR TALK by J. Walter Thompson Bangkok, J. Walter Thompson Jakarta Indonesia, J. Walter Thompson Singapore

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THE HAIR TALK

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Industry Shampoos
Media Film
Market Thailand
Agency J. Walter Thompson Bangkok
Creative Director Joao Braga
Art Director Joao Braga, Jiradej Penglengpol
Copywriter Piya Churarakpong
Agency J. Walter Thompson Jakarta Indonesia
Creative Director Pingkan Rarumangkay
Art Director Edwin Yacob
Copywriter Sebastian Chendra, Natya Arun
Agency J. Walter Thompson Singapore
Production Jump
Director Vasuphon Kriangprapakit
Art Director Luksamee Endoo
Released November 2017

Awards

Lions Communication 2018
Film Lions Online > Other FMCG Bronze Lion

Credits & Description

Brand SUNSILK
Entrant J. WALTER THOMPSON BANGKOK

J. WALTER THOMPSON BANGKOK Bangkok, Thailand Entrant Company
J. WALTER THOMPSON BANGKOK Bangkok, Thailand Idea Creation
JUMP FILM Bangkok, Thailand Production
MELLOW TUNES Bangkok, Thailand Production
SO GOOD HOUSE Bangkok, Thailand Production
J. WALTER THOMPSON BANGKOK Bangkok, Thailand PR

SheungYan Lo J. Walter Thompson APAC Creative Director
João Braga J. Walter Thompson Bangkok Creative Director, Copywriter
Pingkan Rarumangkay J. Walter Thompson Jakarta Creative Director
Sebastian Chendra J. Walter Thompson Jakarta Copywriter
Natya Arun J. Walter Thompson Jakarta Copywriter
Edwin Yacob J. Walter Thompson Jakarta Art Director
Piya Churarakpong J. Walter Thompson Bangkok Copywriter
Jiradej Penglengpol J. Walter Thompson Bangkok Art Director
Marco Versolato J. Walter Thompson Singapore Creative Consultant
Sarah Hempstead J. Walter Thompson Singapore Global Business Director
Prachawan Ketavan J. Walter Thompson Bangkok Strategist
Catherine Gianzon J. Walter Thompson Bangkok Regional Brand Director
Len de Rosales J. Walter Thompson Bangkok Group Account Director
Siriporn Kampong J. Walter Thompson Bangkok Account Director
Jiroj Mechoojit J. Walter Thompson Bangkok Production Director
Attapong Chooamnard J. Walter Thompson Bangkok Producer
Vasuphon Kriangprapakit JUMP Film Director
Chinnapat Potieng JUMP Film Co-Director
Vannapond Noigasame JUMP Film Assistant diretor
Chalonggwut Chorruangsak JUMP Film Director of photography
Wisarut Deelorm JUMP Film Editor
Luksamee Endoo JUMP Film Art Director
Jeeranun Nutchayapolworakul JUMP Film Producer
Yaowalak Saekhow, Nantawan Cherdphol JUMP Film Production Manager
Sanya Klongkitcharoen JUMP Film Focus Puller
Parichad Wisetpanich JUMP Film Casting team
Thanatouch Kittikunatip, Jirapat Thunnoppachat JUMP Film Makeup – Hair Stylist
Kwanhatai Chittiwatana JUMP Film Costume stylist
Jean-Laurent Ingles, Zeynep Kutlay-Ozcan, Vandana Dhoot, Jean Madden, Grace Choo SUNSILK / UNILEVER Client
Voraphak Banlengchit, Wichaporn Kanapongsa, Saraporn Eawpiromkul, Panipak Sirira SUNSILK / UNILEVER Client
Entry Summary
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.
Brief Explanation
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.
Date: 8.06.2018
The Campaign
Every inch of hair is an important milestone on her journey to womanhood. The longer it gets, the more feminine she is.
Creative 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.
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.
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.
Everywhere, girls love to stick together. Thailand is no exception. But if you look carefully, you may often find that one of them is actually more than a girl. 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 communicate our long hair variant.