Pantene - "Gisele made of salt"

Wunderman

Wunderman Sâo Paulo, Brésil

12734

Marque: Pantene
Pays: Brésil

Annonceur: Procter & Gamble

Titre	Gisele made of salt
Agence	Wunderman
Campagne	Gisele made of salt
Annonceur	Procter & Gamble
Marque	Pantene
Date de première diffusion/publication	2012 / 12
Secteur d'activité	Shampoings, après-shampoings
Synopsis	For immediate release GISELE BÜNDCHEN BECOMES A WORK OF ART IN HONOR OF PANTENE Art made with salt by artist Bashir Sultani is presented in an action created in a partnership between Wunderman and New Energy agencies reinforcing the Pantene Pro-V® attributes. São Paulo, December 21, 2012 - Gisele Bündchen will be surprised this Friday, December 21, with a tribute by Procter & Gamble’s Pantene Pro-V®. As a brand ambassador since 2007, the Brazilian supermodel was depicted by Bashir Sultani in a piece made entirely of salt. With the tribute, Gisele became the first Brazilian celebrity to be the subject of the Afghan artist, who has used the technique to reproduce images of Bob Marley, Morgan Freeman, Lady Gaga, Gandhi and Jack Sparrow (played by Johnny Depp in The Pirates of the Caribbean), among other names and celebrities. Residing in Toronto, Canada, Bashir Sultani is a self-taught graphic design artist who, in addition to traditional illustrations, launched the 2011 project “Art with Salt” on YouTube. He delicately draws pop culture icons in salt, using only dexterity and a piece of paper on a black surface. He simultaneously records his creative process – which takes about five hours – in short videos that he plans to exhibit in video installations. “Even after the salt art is erased, it is not gone. Art is everywhere. Life itself is art and it changes styles with each season,” says the artist. Created in a partnership between the Wunderman and New Energy agencies, the action also reinforces the attributes of the Pantene treatment line, which removes sodium from strands, repairs damaged hair, and has the exclusive “Intelligent Pro-V formula” that guarantees penetration by the pro-vitamins into the strand’s deepest layers – the cortex – sealing it with a specially patented silicone - Thermino Amino Silicone™. “We played with the duality of this ingredient, which, in the right amount, flavors food and can be used in beautiful art but, on the other hand, is a great villain to healthy hair. Thus, we reinforced the importance of the line that completely removes salt from hair,” states Juliana Azevedo, P&G’s marketing director. “And we have found an innovative and culturally interesting way of strengthening the line’s attributes, while, at the same time, paying tribute to Pantene’s spokesperson,” adds Paulo Sanna, Wunderman’s Creative VP. The action was created by Alexandre Lima, Rafael Palermo, João Paulo Martins and Diogo Mangiacavalli , under the creative direction of Adriano Abdalla. Credits  Title: Gisele made of salt - http://www.youtube.com/watch?v=83IaI-Ao8xs Agency: Wunderman Brazil and New Energy Brazil Client: P&G Product: Pantene Chief Creative Officer: Paulo Sanna Creative Director: Adriano Abdalla Creative team: Adriano Abdalla, Alexandre Lima, Rafael Palermo, João Paulo Martins e Diogo Mangiacavalli Account team: Márcia Esteves, Fernanda Pancini, Larissa Purim Media team: Andreia Lopes, Philip Santo Agency producer: Rodrigo Cassino e Michelle Caçador Motion designer: Diogo Mangiacavalli Production company: Bashir Sultani Director: Andrew Peleikis Sound production : Ritmika Client approval: Juliana Azevedo, Silvia Andrade, Camila Ribeiro About Procter & Gamble P&G touches and improves the lives of over 4.4 billion people around the world with its reliable quality brands. The company’s leading brands include Pampers®, Ariel®, Always®, Pantene®, Mach3®, Pringles®, Downy®, Iams®, Oral-B®, Duracell®, Olay®, Head & Shoulders®, Wella®, Gillette®, Ace® and Febreze®. P&G has operations in 80 countries and its brands are available in more than 180 countries around the world. For more information on P&G and its brands, access the website www.pg.com./pt_br. Media enquiries: Gê Rocha Wunderman Brazil Communications Director  +55-11-3026-4558/ 3026-4560  ge.rocha@gruponewcomm.com.br
Type de média	Télévision & Cinéma
Annonceur	Juliana Azevedo
Production du son	Ritmika
Réalisateur	Andrew Peleikis
Maison de production	Bashir Sultani
Producteur, agence	Rodrigo Cassino
Directeur média	Andreia Lopes
Directeur de clientèle	Márcia Esteves
Equipe créative	Adriano Abdalla
Directeur de création	Adriano Abdalla
Responsable de la création	Paulo Sanna
Equipe créative	André Lima
Equipe créative	Rafael Palermo
Equipe créative	João Paulo Martins
Equipe créative	Diogo Mangiacavalli
Directeur de clientèle	Fernanda Pancini
Directeur de clientèle	Larissa Purim
Annonceur	Silvia Andrade
Annonceur	Camila Ribeiro
Producteur, agence	Michelle Caçador
Motion Designer	Diogo Mangiacavalli
Media Director	Philip Santo
Agency	New Energy Brazil