Procter & Gamble Promotes ‘Responsible Beauty’ in China

The accessories worn by the dancers and models are manufactured from discarded plastic bottles recycled by residents of the village of Fuliang.

Procter & Gamble has launched an environmentally friendly public awareness initiative called “Responsible Beauty”, with a visual storytelling campaign created and produced by Sweetshop China.

The fashion-themed film chronicles a journey of “lost and found” featuring a dancer and several models in a P&G factory, wearing accessories made from recycled plastic. As the shots change, the actors dance to the beat. The close-ups, motion, and collision of colors create an almost magical symphony of dance, music, color, and artistic direction.

The accessories worn by the dancers and models are manufactured from discarded plastic bottles recycled by residents of the village of Fuliang. In the P&G factory, the waste plastics were shredded and sorted.

 
 

The P&G team worked together with the staff, who were usually accustomed to assembly line operations. Using more than 3,000 knives of manual cutting and over 10,000 hours of ingenuity, they achieved the transformation of waste plastic into works of art.

The P&G factory was selected as a World Economic Forum “Lighthouse Factory” this year for its exploration in the field of sustainability. After treatment, industrial wastewater from the factory is utilized for restrooms, garden ponds, cleaning, watering flowers, and other purposes around the factory, reducing wastewater discharge by 42,000 tons per year.

 
 

As a cradle of recycled plastics and a pioneer in the green supply chain, the factory is undoubtedly an excellent location for this film. With the full cooperation of the project team and the factory employees, the filmmakers recreated the beauty and spirit of recycled plastic in the place where it is produced.

Duanmu Kris, who directed the film, said, “The project is designed to upcycle waste plastics into unique artworks, so that discarded plastics can be recycled in a more valuable way, giving recycled plastics an artistic and life-affirming rebirth.”

“In the fast-moving consumer goods industry, everything that does not immediately provide results or benefits is often referred to as “useless”. “But more often, things like ‘beauty,’ which are commonly considered useless, are more likely to withstand the precipitation of time and continually export vitality to the outside world like living beings,” Duanmu said.


Credits

Client: Procter & Gamble Haircare Responsible Beauty

Executive Creative Director: Duanmu Kris

Executive Producer: Zhenzhen He

客户:宝洁美尚事业部

执行创意总监:端木筠

客户总制片:何珍珍

Director: Duanmu Kris

Creative Team: Duanmu Kris, Jiahui Chen, Ritong Chen, Yimei Sun, Mengdie Xu, Ying Jiang, Yiyi Zeng, Yining Xue, Qitong Lin

导演:端木

创意:宝洁美尚简塑家创意团队(端木,陈嘉卉,陈日彤,孙伊美,徐梦蝶,江莹, 曾旖旖,薛怡宁,林绮彤)

Recycled Plastic Jewelry “Artists”: Beiya, Duanmu Kris, Jiahui Chen

再生塑料首饰“艺术家”:Beiya,端木筠,陈嘉卉

The Master Workers of Shenzhen Beauty Star Co., Ltd

Carving: Youxiang Zhang

Mill Pressing: Meng Lan

Wire Drawing: Haitao Xu

Crushing: Yanxing Xu

深圳通产丽星的工人老师们

雕刻:章有祥

压片:蓝孟

拉丝:徐海涛

破碎:徐艳兴

Plastic Recycling and Regeneration: Shenzhen Beauty Star Co., Ltd

塑料回收与再生:深圳通产丽星

Acknowledgement: P&G (Guangzhou) Huangpu Factory, Benjamin, Tom, Lao Xu, Juan, Rebecca

特别致谢:广州宝洁公司黄埔厂,Benjamin,Tom,老徐,Juan,Rebecca

Production Company: Sweetshop Shanghai

DOP: Qichao Chen

Global Director of Production: Fiona King

Senior Executive Producer: Catherine Law

Executive Producer: Lilian Li

Producer: Eric Liu

Production Assistant: Touie Li

Production Assistant: Alice Cui

制作公司:Sweetshop Shanghai

摄像指导:Qichao Chen

全球制作总监:Fiona King

资深监制:Catherine Law

监制:Lilian Li

制作人:Eric Liu

制作助理:Touie Li

制作助理:Alice Cui

Line Producer: Ryan Li

Production Assistant: Mansy Wu

Production Assistant: Jie Zai

执行制片:Ryan Li

制作助理:Mansy Wu

制作助理:Jie Zai

Offline Editor: Anaïs Siab

线外剪辑师:Anaïs Siab

Post Production (Grade): The Mill, Shanghai

Producer: Shirley Huang

Senior Colourist: Agua Jiang

后期制作 (色彩):The Mill, Shanghai

制作人:Shirley Huang

高级调色师:Agua Jiang

Online Artist: Patrick Firmansyah

线上美术师:Patrick Firmansyah

Audio Post Production: Hush Studio, Shanghai

Producer: Kelly Lv

Sound Mixer: Jia Xi

音频后期制作:Hush Studio, Shanghai

制作人:Kelly Lv

混音师:Jia Xi

Asia Ad Junkie

Asia Ad Junkie

So many ads, so little time.

Read more

subscribe to our newsletter & get more brand in your diet

newsletter

get more brand in your diet

We never share your info,
we only share ours