Transgenders have gained the love and respect of their girlfriends and through the years have been increasingly accepted by Thai society, but the same cannot be said of their families.

To communicate is long hair variant, Sunsilk taps into that cultural tension to tell an insightful hair story and show support for everyone’s right to explore, regardless of gender or choice.

Like thousands of girls in Thailand and across the world, Rock was born in a man’s body. Sunsilk tells her life story from the point of view of her hair. Every inch of hair is an important milestone on her journey to womanhood. The longer it gets, the more feminine she is.

Inspired by real story of transgender Rock Kwanlada, the film portrays a journey of exploration, her obstacles and achievements – always from the point of view of her hair.

It was initially posted on the brand’s Facebook page, and without any paid media, gathered 2.5 million purely organic views and 25K shares within the first 48H.

The film was an instant hit on social media and within 2 months of the launch, has gathered 37 million views, over 500K reactions and 60K shares, sparking a nationwide conversation around gender and stereotypes.

Brand mentions on social media have risen 1.500% and the market share for the variant increased 22% in the month of the launch.

While most brands choose to empower the female tribe, Sunsilk rises above the overused girl power approach to spark a new conversation and empower Thai girls to show their support for their own transgenders friends.

For Sunsilk, every girl should be able to explore the world freely with the hair by her side – and we mean every girl. Here we build on that brand belief to challenge stereotypes and at the same time communicate the launch of a long hair variant.

Everywhere, girls love to stick together. Thailand is no exception. But if you look carefully, you may often find that one of them is actually more than a girl.

For Sunsilk, every girl should be able to explore the world freely with the hair by her side – and we mean every girl. How can we tie that belief with the launch of our long hair variant?