A SCRIPTED LIFE

Short List
TitleA SCRIPTED LIFE
BrandPROCTER & GAMBLE TRADING (THAILAND) LTD.
Product / ServicePANTENE
CategoryA07. Use of Talent
EntrantGREYNJ UNITED Bangkok, THAILAND
Idea Creation GREYNJ UNITED Bangkok, THAILAND
Media Placement GREYNJ UNITED Bangkok, THAILAND
PR GREYNJ UNITED Bangkok, THAILAND
Production GREYNJ UNITED Bangkok, THAILAND
Production 2 HAPPY ENDING FILM Bangkok, THAILAND
Post Production GREYNJ UNITED Bangkok, THAILAND
Post Production 2 HAPPY ENDING FILM Bangkok, THAILAND

Credits

Name Company Position
Thor Santisiri GREYnJ United Chairman
Kanaporn Hutcheson GREYnJ United Chief Executive Officer
Jureeporn Thaidumrong GREYnJ United Chief Creative Officer
Thipayachand Hasdin GREYnJ United Chief Operating Officer
Asawin Phanichwatana GREYnJ United Deputy Chief Creative Officer
Asawin Phanichwatana GREYnJ United Creative Director
Jesse Wong GREYnJ United Creative Director
Sara Badr Grey Associate Creative Director
Thanapol Jiratadaporn GREYnJ United Creative Group Head
Jesse Wong GREYnJ United Copywriter
Natthinee Ruengves GREYnJ United Copywriter
Jesse Wong GREYnJ United Art Director
Kanokkorn Seehapan GREYnJ United General Manager
Brenda Chung Grey Global Business Director
Jessica Kositthanakorn GREYnJ United Account Director
Pruetthaphol Riennimitr GREYnJ United Senior Account Executive
Nattawut Methithawat GREYnJ United Senior Account Executive
Kelvin Jameson Grey Senior Account Executive
Pritika Gupta Grey Regional Account Director
Smith Lumdubchan GREYnJ United Planning Manager
Kanoksak Kanchanachutha GREYnJ United Project Management Director
Aida Ghazali Grey Senior Regional Producer
Rawikarn Pitaklohapit GREYnJ United Project Manager
Juthamas Tantated GREYnJ United Senior Traffic Coordinator
Nottapon Boonprakob Happy Ending Film Director
Pacharin Surawatanapongs Happy Ending Film Producer

Why is this work relevant for Entertainment?

Ning is a Thai actress who shaved her head to play a cancer patient in a drama series. Soon after, she was diagnosed with a brain tumour in real life and had to shave her head once again to prepare for surgery. In this documentary, we follow her story real-time, from before the surgery, without knowing the outcome. It takes us real-time alongside her life events, from days leading up to the surgery.

Background

Pantene believes haircare is the first small step to better self care. It reminds us that through all changes, in hair or in life, we can always choose to stay strong and keep on fighting. In no way to trivialise the emotional struggles they're facing, the objective is to remind them to take better care of themselves, starting with hair. Because little by little, these small changes can help us find the strength to face challenges in life.

Describe the creative idea

From shaving her head to play the role of cancer patient, to being diagnosed with brain tumour in real life, this documentary takes us alongside her life events real-time. From the days leading up to the surgery, without knowing the possible outcome, as her life's script unfolds. Throughout, Ning gradually realised the impact of hair change, and how these seemingly small changes affect how she feels inside.

Describe the strategy

In order not to trivialise the struggles our target audience is facing, we decided to go with a real story. One that people can resonate with. It's the feeling every time you go to the salon, get a new haircut, sit back and let yourself momentarily escape from anxieties and troubling thoughts. Without knowing, hair changes often affect the way we feel.

Describe the execution

The documentary was launched online on social platforms.

Describe the outcome

The film reached thousands of viewers overnight. With many comments and shares, expressing how Ning's story is inspiring, and give them a sense of hope. Provoking many emotional response with people sharing their own stories of struggles or that of a loved one. The drama series in which Ning played a cancer patient launched in Netflix Thailand once again. Brand affinity for Pantene Thailand increased.