Pantene: A SCRIPTED LIFE

Overview

‘A Scripted Life’ is a documentary that blends cinematic styles with an inspirational, real narrative. Ning is an actress who played the role of a cancer patient in a popular drama series, and was later diagnosed with a brain tumour in real life. This documentary followed her days leading up to her surgery, without knowing the possible outcome. To introduce her background story, a stand-in actress was used to re-enact scenes of her diagnosis and her emotional journey. The artistic take on it blurs the line between fiction and reality. Holding viewers’ attention up to the end.

Background

Mental health issues such as depression and anxiety are on the rise among Thai millennial women. Many brands give empowering messages, i.e. feel strong, believe you can… and it’s all beginning to sound like empty brand talk with no real relevance to the increasing struggles they face everyday. Pantene wants to show support with a message based on understanding, empathy and authenticity. 

Insight 

A lot of women get a new hairstyle when they want to feel different or when faced with challenging times. People often get a new style after a bad break-up, to prepare for a new job, after a new move etc. A simple change in hairstyle is the easiest way to get that ‘restart’ feeling. It’s the first small step towards self care. Instead of the usual ‘empowering’ talk, we remind them sometimes the smallest of change in hair can give a fresh feeling, even for the slightest moment.

Idea 

Smallest of change outside can impact how we feel inside.

Results

The story proved to be inspiring and resonated extremely well with the target audience. Many shared tips on small things people can do daily to feel better. Leading to a wave of support and encouraging messages on social media. Others shared their personal life struggles and noted that the piece of content is a reminder to take better care of themselves everyday, starting with the smallest change outside.