Our Work

Hair Talk

Wunderman Thompson Thailand WORK Sunsilk Hair Talk Thumbnail

How a hair story breaks stereotypes and every brand KPI.




  • Bangkok


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.


Every inch of hair is a milestone on the journey to womanhood: the longer it gets, the more feminine she is.


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.


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

Please provide your name and email address to download the selected file. Detailed information on the processing of your personal data can be found in our Privacy Policy.


2019 Cannes Lions

Creative Effectiveness / Bronze

2018 Cannes Lions

Film / Bronze

2019 APAC Effies

Branded Content / Silver

2019 Adfest

Branded Content / Gold