Paulo Sanna
Creative Director at WMcCann
São Paulo, Brazil
TitleGisele made of salt
Agency
Campaign Gisele made of salt
Advertiser Procter & Gamble
Brand Pantene
Date of First Broadcast/Publication
Business Sector Shampoos & Conditioners
Story 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
 
Media Type Television & Cinema
Marketer (Management team)
Creative Team
Media Director
Motion Designer
Agency Producer
Marketer (Management team)
Marketer (Management team)
Account Director
Account Director
Creative Team
Creative Team
Sound Production
Creative Team
Chief Creative Officer
Creative Director
Creative Team
Account Director
Media Director
Agency Producer
Production Company
Director
Agency New Energy Brazil

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