Our key challenge was to find both a strategic insight and communication opportunity for Thailand, by looking into its culture and on how our millennial girls interact with each other, their peer groups and the tensions points preventing them from exploring the world out there.

In Thai culture, trans women are very visible and often a vital part of the ‘girl-gang', bringing in both beauty inspiration and a strong reinforcement to the idea of going beyond boundaries in their journey of self-exploration. That welcoming embrace however doesn’t usually extend itself onto their families and the broader community, leading to highly stereotyped depictions, limited job prospects, frequent harassment and family rifts.

Sunsilk chose to rise above the overused girl power approach to spark real conversation and inspire the acceptance of transgenders, who are themselves facing and conquering far harder challenges – with their hair playing an integral part in their battle.