November 27, 2022


Fashion groove

P&G pushes Responsible Beauty with launch of artistic fashion film via Sweetshop China – Campaign Brief Asia


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P&G pushes Responsible Beauty with launch of artistic fashion film via Sweetshop China

Procter & Gamble has launched an environmentally friendly general public welfare method named Accountable Natural beauty, comprising a visible storytelling campaign created and produced by world-wide production company Sweetshop.


This fashion-themed film chronicles a journey of “lost and found”. It follows a dancer and quite a few types in a P&G factory, sporting extras produced from recycled plastic. As the pictures change, the actors dance to the conquer. The shut-ups, motion, and collision of hues generate an practically magical symphony of dance, songs, color, and inventive course.

The equipment worn by the dancers and styles are produced from discarded plastic bottles recycled by residents of the village of Fuliang. In the P&G manufacturing facility, the squander plastics were shredded and sorted. The P&G workforce worked jointly with the employees, who were being typically accustomed to assembly line operations. Using additional than 3,000 knives of manual cutting and around 10,000 hours of ingenuity, they achieved the transformation of waste plastic into operates of art.

The P&G factory was chosen as a World Economic Discussion board “Lighthouse Factory” this calendar year for its steady exploration in the subject of sustainability. Following therapy, industrial wastewater from the manufacturing unit is used for restrooms, backyard garden ponds, cleansing, watering flowers, and other purposes about the factory, decreasing wastewater discharge by 42,000 tons for each yr.

As a cradle of recycled plastics and a pioneer in the environmentally friendly provide chain, the manufacturing facility is certainly an fantastic spot for this movie. With the comprehensive cooperation of the job staff and the manufacturing facility workforce, the filmmakers recreated the splendor and spirit of recycled plastic in the place in which it is produced.

P&G pushes Responsible Beauty with launch of artistic fashion film via Sweetshop China

Duanmu Kris, Director, said: “The job is made to upcycle waste plastics into one of a kind artworks, so that discarded plastics can be recycled in a more useful way, giving recycled plastics an inventive and daily life-affirming rebirth.”

“In the quick-going purchaser products field, every thing that does not promptly give benefits or rewards is generally referred to as “useless”. “But much more frequently, things like ‘beauty,’ which are normally deemed useless, are extra likely to stand up to the precipitation of time and regularly export vitality to the outside environment like residing beings.”

“From the villagers and youngsters who recycle plastics to the personnel and companions included in the creation of the movie, all people is an artist injecting unlimited power into the regeneration of ‘beauty’, which tends to make us additional brave and self-confident in noticing our eyesight.”

“The thought and inspiration of the film is centered on the expectation for “beauty of rebirth”. We rediscover all the magic that awaits and dance to a new conquer. It’s one of all those journeys I will usually don’t forget vividly.”

Perspective THE Movie ON BESTADS

Perspective THE Film ON YOUTUBE

Customer: Procter & Gamble Haircare Liable Beauty
Executive Inventive Director: Duanmu Kris
Government Producer: Zhenzhen He
Director: Duanmu Kris
Creative Group: Duanmu Kris, Jiahui Chen, Ritong Chen, Yimei Solar, Mengdie Xu, Ying Jiang, Yiyi Zeng, Yining Xue, Qitong Lin
Recycled Plastic Jewellery “Artists”: Beiya, Duanmu Kris, Jiahui Chen
The Learn Employees of Shenzhen Splendor Star Co., Ltd
Carving: Youxiang Zhang
Mill Urgent: Meng Lan
Wire Drawing: Haitao Xu
Crushing: Yanxing Xu
Plastic Recycling and Regeneration: Shenzhen Attractiveness Star Co., Ltd
Acknowledgement: P&G (Guangzhou) Huangpu Manufacturing unit, Benjamin, Tom, Lao Xu, Juan, Rebecca
Generation Enterprise: Sweetshop Shanghai
DOP: Qichao Chen
Worldwide Director of Generation: Fiona King
Senior Government Producer: Catherine Law
Executive Producer: Lilian Li
Producer: Eric Liu
Manufacturing Assistant: Touie Li
Generation Assistant: Alice Cui
Line Producer: Ryan Li
Output Assistant: Mansy Wu
Manufacturing Assistant: Jie Zai
Offline Editor: Anaïs Siab
Put up Creation (Grade): The Mill, Shanghai
Producer: Shirley Huang
Senior Colourist: Agua Jiang
On the net Artist: Patrick Firmansyah
Audio Article Output: Hush Studio, Shanghai
Producer: Kelly Lv
Sound Mixer: Jia Xi


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