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.

Starred and inspired by the true story of 20 year-old Rock Kwanlada, first runner-up Miss Tiffany Universe 2017, 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.