SEE BEAUTY NOT GENDER

Short List
TitleSEE BEAUTY NOT GENDER
BrandP&G
Product / ServicePANTENE HAIRFALL
CategoryE06. Co-Creation & User Generated Content
EntrantFACEBOOK Singapore, SINGAPORE
Idea Creation FACEBOOK Singapore, SINGAPORE
Idea Creation 2 GREY THAILAND Bangkok, THAILAND
Media Placement FACEBOOK Singapore, SINGAPORE
Media Placement 2 MEDIACOM Singapore, SINGAPORE
PR MEDIACOM Singapore, SINGAPORE
Production GREY THAILAND Bangkok, THAILAND
Production 2 HELLO FILMMAKER Bangkok, THAILAND

Credits

Name Company Position
juhi kalia Creative shop, Facebook Global clients Lead APAC
Jureeporn Thaidumrong GREY nJ United CCO
Thor Santisiri GREYnJ United Chairman
Nonthaporn Ketmanee GREYnJ United Senior Creative Group Head
Yashaswini Samat GREYnJ United CEO
Subbaraju Alluri Grey CEO
Supakit Yindeeanant GREYnJ United Art Director
Nuttapan Phairutchawan GREYnJ United? Copywriter
Kanaporn Hutcheson GREYnJ United? Managing Director
Kanokkorn Seehapan GREYnJ United? Group Client Service Director
Kantharat Teerarojjanawong GREYnJ United Group Account Director
Nutnaree Harussadeechvalit GREYnJ United? Account Manager
Navinda Kittisubkul Grey Planning Director
Siddika Dehlvi Grey Planning Director
Neha Bansal grey operations service
Dhruv Chadha Facebook Global Client Partner
Kenny Blumenshein Creative shop, Facebook Creative Strategist
Nasheet Shadani Creative shop, Facebook Creative stratgeist
Nuqman Shaifuddin Creative shop, Facebook Editor
ariyan samarbaksh Creative shop, Facebook Executive Producer
syafiqah omar Creative shop, Facebook Producer
Kanoksak Kanchanachutha GREY nj United Director
Anuchit Sannopphakun GREYnJ United? Project Manager
Rapha Vasconcellos Creative shop, Facebook VP global head
Chotirat Wareerattanarot Hello Filmmaker Executive Producer
Chalongwut Chorruangsak Hello Filmmaker Cinematographer
CHALIDA CHADCHAY Hello Filmmaker Co Producer
PLENG KANGVAN Hello Filmmaker Assistant Film Director
Kittin kookaittipoom Hello Filmmaker Film Art Director
Paison/Sakunkit/ Pisanuwat/ Yoschai Chueanak/Pongpatimeth/ kumprasert/kummongkol Hello Filmmaker arts team
Thanakrit Pluemchan Hello Filmmaker Costume Stylist
Pattravee/Jedsada/HONGCHANAN Bunthum/Khancomenanta/HOHIRANYASIN Hello Filmmaker costume team
phiromya sripen Hello Filmmaker Post Producer
Pattarakorn Janverachai Gimmick Studio Editor
Pattarakorn Janverachai Gimmick Studio colorist

Background

* At first glance, Thailand seems to be a good place to be a trans woman. * The culture seems inclusive but when you dig deep, the acceptance is superficial. While you will see lots of LGBTQI characters in popular culture, they are stereotypical and seen as loud, comical jokes or weird. * Brief * Pantene wanted to genuinely serve and empower a relevant community in a way that their broader audience of millennials would find relevant and engaging as well. Serving a smaller specific community that is underrepresented or on the fringes of society when done with authenticity wins brand love with the masses. * Who, how and in a way that is mobile and social first for maximum impact - that was their brief.

Describe the creative idea

#SeeBeautyNotGender - This mobile first campaign with social thinking at its core was co-created with celebrities, influencers, creators and activists from the Trans community. Short feed videos, images, streaming video and interactive IG stories, all made with, starring and directed by Transwomen challenged society to stop the unconscious bias. To stop focussing on their gender so much that it blinds them to all their other beautiful human qualities. What Thai Transwomen wanted the most to change, came through and resonated with authenticity. Along with seeding and amplification from the celebrity handles, a second wave of LGBTQI influencers and Thai cultural ambassadors mainstreamed the conversation.

Describe the strategy

* Data gathering * We did not just gather data, we actually got Tranwomen in Thailand to create the campaign. * We conducted in person interviews, focus groups and reached out to online groups and communities to understand what they really felt was the biggest issue for them. Was it bullying, bias in hiring or legal rights. The idea was shaped, the scripts were written and even the shooting and executions were done in full collaboration with the community, the agency, Facebook and Pantene. * Target audience (consumer demographic/individuals/organisations) * Pantene wanted to genuinely serve and empower a relevant community in a way that their broader audience of millennials would find relevant and engaging as well. Serving a smaller specific community that is underrepresented or on the fringes of society

Describe the execution

* Short feed videos, images, streaming video and interactive IG stories, all made with, starring and directed by Transwomen challenged society to stop the unconscious bias. * four weeks plus amplification * Facebook, Instagram feed and stories, statics, short videos, in stream, You tube, twitter. * * 11 MM reach on FB and IG alone. Plus additional reach on other social channels and through organic and boosted influencer amplification.

List the results

* The reach on Facebook and Instagram alone was over 11 MM. Plus the amplification through online groups and influencers drove reach even further. A staggering 400,000 positive reactions, 13,000 shares and 6.7 Million views and engagement on Facebook and Instagram showed not just the quantity but quality and depth of engagement. * Also #1 Trending topic on twitter within 3 hours and 13 976684 views on Youtube. * And the conversation continued offline with tons of press coverage. * But the best result? The campaign was so successful that it created lasting commitment from the brand. Poyd is now an official Pantene brand ambassador the world’s first Trans woman to be one. Inspired by Thailand, Pantene Philippines just signed their first Transgender brand ambassador too.

Links
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