Pantene becomes latest shampoo brand to champion transgender cause in Thailand

Pantene is the latest shampoo brand to champion transgender people in Thailand, with a new campaign by GREYnJ United.

The agency said it wanted to “celebrate the beauty of people from all walks of life, without gender boundaries” with the work telling the everyday life stories of a hairdresser, delivery driver and catwalk model “stripped of all bias and stereotypes”.

In June, J. Walter Thompson Asia-Pacific also told the touching tale of a transgender beauty queen – in a four and a half minute film promoting Unilever’s Sunsilk shampoo.

GREYnJ United’s work stars LGBT celebrities including beauty queens Treechada Petcharat and Kulchaya Tansiri, model Nijshanaaj Sudlarphaar and actress Tachanan Khontrong as well as Nicha Rongram from the Committee of The Foundation of Transgender Alliance for Human Rights.

The work is said to challenge common perceptions by asking the question about those sympathetic characters who appear on screen: “What do you see?”

The ad, which will run online only until September, is backed by a social media campaign with the hashtag ‘#SeeBeautyNotGender’ on Facebook and Instagram.

A spokesperson for Grey said : “Based on real insights with a fresh creative approach, the campaign is the first step towards building a more inclusive society for every gender.”

Credits

Chief creative officer: Jureeporn Thaidumrong

Senior creative group head: Nonthaporn Ketmanee

Art director: Supakit Yindeeanant

Copywriter: Nuttapan Phairutchawan

Group client service director: Kanokkorn Seehapan

Group account director: Kantharat Teerarojjanawong,

Account manager: Nutnaree Harussadeechvalit

Planning director: Navinda Kittisubkul

Operations service director: Kanoksak Kanchanachutha

Project manager: Anuchit Sannopphakun

Production house: Hello Filmmaker

Director: Tanwarin Sukkhapisit

Executive producer: Chotirat Wareerattanarot