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.
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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
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