Pantene Challenges Transgender Perceptions in ‘See Beauty Not Gender’ Campaign


In Thailand, Transgender people are now more acknowledged and accepted than ever before, but there still exists an unspoken bias from the public. It is from this insight that Pantene Thailand and GREYnJ United wanted to celebrate the beauty of people from all walks of life, beyond the boundaries of gender.

The campaign challenged common perceptions by asking the question, “What do you see?” And encouraged people to #SeeBeautyNotGender via interactive Facebook and Instagram stories, leading people to discuss these issue on other online media platforms.

“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,” said the brand in a rlease. 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).

The campaign will run through to September and is online, on Instagram and on Facebook.                                             

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 Tunsiri (Salon)
Nicha Rongram (Messenger)
Sarina Thai (Model)
Thachanan Khontrong (Actress)


 
 

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