A gripping, surreal girl-power story with a dash of humour, remarkable visuals, and a distinctly local premise. Wolf BKK has taken the skincare category into a fascinating new place for Jula’s Herb, ands installed it as the only brand that understands Thai skin needs.

The premise? “How am I supposed to stay beautiful when I have to go through all this?!” The country that makes staying beautiful hard also has the resources to nourish beauty. Jula’s Herb is born in Thailand, one of the world’s harshest climates, and created by Thai people who live it every day using the country’s natural ingredients. If skincare can survive here, that’s proof it survives anywhere. And that is the strength that sets Jula’s Herb apart from every other brand. “A brand that understands what Thai women have gone through to be beautiful.”

The film, directed by Suneta House director, Teerapol Suneta, plays as comedy, but at its heart is a sense of pride in T-Beauty (a term that takes aim at the worldwide phenomenon of Korea’s K.Beauty). Jula’s Herb stands with every Thai who wants to stay beautiful against the odds.

Anti-Beauty Country is Jula’s Herb’s first major brand campaign created by Wolf BKK. The campaign presents Jula’s Herb as the brand that knows better than anyone that being beautiful in Thailand has never been easy. Because it’s truly Thai. One minute, the Thai sun holds a personal grudge against your skin. The next, a sudden rainstorm rolls in and turns the street into a flood. Traffic wears down your patience, and dust settles on your face as the wind hits you on the back of a motorbike. Humidity leaves your face slick and wilted from the moment you step out the door. And when you finally reach for your phone to unwind, there’s another round of national-scale drama, the kind of headline chaos that stresses your mind and your skin.

Credits
Client: Jula’s Herb
Agency: Wolf BKK, Thailand
Chief Creative Officer: Torsak Chuenprapar
Managing Director: Natdhee Sopondhitipun
Creative Group Heads: Pandarie Somjit & Panupong Putong
Copywriter: Poomrapee Ongardvanish
Art Director: Narada Kittikunokorn
Group Communications Director: Sansuda Chuaphanich
Communications Managers: Thananya Piyacharoenwattana
Senior Graphic Designer: Vanvisa Wangbamrungsak
Agency’s Producer: Chanoknan Wongwises
Production Company: Suneta House
Director: Teerapol Suneta