HAIR TALK

Bronze Spike
TitleHAIR TALK
BrandUNILEVER
Product / ServiceSUNSILK
CategoryA03. Online: Fiction
EntrantJ. WALTER THOMPSON BANGKOK, THAILAND
Idea Creation J. WALTER THOMPSON BANGKOK, THAILAND
Production JUMP FILM Bangkok, THAILAND

Credits

Name Company Position
SheungYan Lo J. Walter Thompson APAC Chairman, APAC Creative Council
João Braga J.WALTER THOMPSON BANGKOK Chief Creative Officer
Pingkan Rarumangkay J. Walter Thompson Jakarta Creative Director
Sebastian Chendra J. Walter Thompson Jakarta Creative Group Head
Natya Arun J. Walter Thompson Jakarta Copywriter
Edwin Yacob J. Walter Thompson Jakarta Art Director
Piya Churarakpong J.WALTER THOMPSON BANGKOK Creative Director
Jiradej Penglengpol J.WALTER THOMPSON BANGKOK Associate Creative Director
Marco Versolato J. Walter Thompson Singapore Global Executive Creative Director
Prachawan Ketavan J.WALTER THOMPSON BANGKOK Head of Planning
Sarah Hempstead J. Walter Thompson Singapore Global Business Director
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 Agency Producer
Vasuphon Kriangprapakit JUMP Film Director
Chinnapat Potieng JUMP Film Co-Director
Vannapond Noigasame JUMP Film Assistant director
Chalonggwut Chorruangsak JUMP Film Director of Photography
Wisarut Deelorm JUMP Film Editor
Luksamee Endoo JUMP Film Art Director
Luksamee Endoo JUMP Film Art Director
Jeeranun Nutchayapolworakul JUMP Film Producer
Yaowalak Saekhow JUMP Film Production manager
Nantawan Cherdphol JUMP Film Production manager
Sanya Klongkitcharoen JUMP Film Focus Puller
Sanya Klongkitcharoen JUMP Film Focus Puller
Parichad Wisetpanich JUMP Film Casting team
Thanatouch Kittikunatip / Jirapat Thunnoppachat / Kwanhatai Chittiwatana JUMP Film Makeup – Hair Stylist / Costume stylist

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.

Links
Video URL