Beauty is a highly competitive market in Thailand. Hundreds of brands fight on functional stories and classic celebrity endorsements. As the market leader, Sunsilk needed to create a fresh and new conversation to rise above competitors and strengthen brand love with its core millennial target.
Hair Talk
How a hair story breaks stereotypes and every brand KPI.
Client
- Unilever
Office
- Bangkok
Challenge
Inspiration
Every inch of hair is a milestone on the journey to womanhood: the longer it gets, the more feminine she is.
Idea
With essentially a hair story, Sunsilk broke the transgender stereotype in a way that was refreshingly authentic and inspiring to every girl. Transgender celebrity Rock Kwanlada played her story in a highly emotional hero online film.
Growth
Our social media strategy retargeted viewers with shorter formats and additional functional messaging, leading to a record 65 million views online, with brand conviction, sales and penetration KPIs achieving record numbers.
Please provide your contact information to continue.
Awards
2019 Cannes Lions
Creative Effectiveness
Bronze
2018 Cannes Lions
Film
Bronze
2019 Adfest
Branded Entertainment Lotus
Gold
2019 adfest
Film Lotus
Finalist
2018 adstars
Film / Cosmetic, Beauty, Clothing, Footwear
Silver
2018 adstars
Film Craft / Script
Bronze
2018 spikes asia
Film
Bronze
2018 spikes asia
Entertainment
Bronze
2018 b.a.d. award
Branded Content & Entertainment
Silver
2018 b.a.d. award
Digital & Mobile
Bronze
2018 b.a.d. award
Online Film
Bronze
2018 Unilever CRAFTING Brand for Life
Unstereotype Category
Winner
2018 apac effie award
Branded Content
Silver
2018 apac effie award
Beauty & Wellness
Finalist
2018 apac effie award
Social Media Marketing
Finalist
2018 Youtube Top 10 Award
Video Content
Top 10
Related Content
Unilever
Repair Stories
A documentary series featuring 8 stories about repairing more than just hair
Read Case Study 
Roza
From Screen to Table: When Movie Cravings Become a Reality
ROZA brings Netflix's secret sauce recipe to life, transforming the viral sensation HUNGER into a feast for your home table
Read Case Study