Pantene : ‘See beauty, not gender’ – First step towards building a more inclusive society for every gender

Transgender people are now more acknowledged and accepted in Thailand than ever before, but there still exists an unspoken bias from the public.
Pantene Thailand and GREYnJ United wanted to celebrate the beauty of people from all walks of life, without gender boundaries.

Pantene- See Beauty Not Gender

Transgender people don’t want special treatment. They just want to be treated as normal. However, the majority of society tends to perceive transgender as ‘special’ people with ‘special’ life choices. To get this message across to the public, the brand used ordinary life stories of transgender people, stripped of all bias and stereotypes.

These are real and authentic moments that are not often portrayed in the media and majority of the time go unseen by the public. The film also featured LGBT celebrities; Treechada Petcharat, also known as Poyd (Thai and international super star, Miss International Queen), Kulchaya Tansiri (Miss Trans Star Thailand 2018), Nicha Rongram (Committee of The Foundation of Transgender Alliance for Human Rights), Nijshanaaj Sudlarphaar, also known as Sarina Thai (First Thai transgender model on NYFW Runway since 2013, until now) and Tachanan Khontrong (Actress).

They then challenged common perceptions by asking the question, “What do you see?” And encouraged people to #SeeBeautyNotGender via interactive Facebook and Instagram stories, which in turn led people to discuss these issue on other online media platforms too.

Director’s cut

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
Creative Agency : GREYnJ United
CCO : Jureeporn Thaidumrong
CEO: Subbaraju Alluri
Senior Creative Group Head : Nonthaporn Ketmanee
Art Directors : Supakit Yindeeanant
Copywriters : Nuttapan Phairutchawan
Managing Director : Kanaporn Hutcheson
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

Video:
Kulchaya Tansiri (Hairdresser)
Nicha Rongram (Messenger)
Nijshanaaj Sudlarphaar (Model)
Tachanan Khontrong (Wedding planner)

This video is about
Pantene, LGBT, Transgender, See Beauty Not Gender, Sarina Thai, Thachanan Khontrong, GreynJ United, Stereotypes, Thailand, Digital film, Digital campaign


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