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
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