Our Work

Hair Talk

Wunderman Thompson Thailand WORK Sunsilk Hair Talk Thumbnail

How a hair story breaks stereotypes and every brand KPI.

Client

Unilever

Office

  • Bangkok

Challenge

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.

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.

Wunderman Thompson Thailand WORK Sunsilk Hair Talk case videos

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Awards

2019 Cannes Lions

Creative Effectiveness / Bronze

2018 Cannes Lions

Film / Bronze

2019 APAC Effies

Branded Content / Silver

2019 Adfest

Branded Content / Gold