Ad Nut
Jul 14, 2020

Zen and the art of mane maintenance

P&G brand Hair Recipe cultivates a Japanese aesthetic in a campaign for China, produced by Sweetshop.

Sweetshop China has produced two films and a print campaign for Hair Recipe, a Procter & Gamble brand inspired by super foods.

The brand claims to use a "proprietary method co-created with Japanese nutritionists" to craft its products, and it's this process that's depicted in the two films.

The videos begin with shots of a Japanese Zen garden, and the camera movement throughout the films is designed to flow like a stream of water, according to Sweetshop. The film was shot in a studio in Shanghai, and the woman in the films is a real-life chef.

Ad Nut has always found food-based haircare products potentially confusing, and there have been a few unfortunate tasting incidents. 

CREDITS

Client: P&G China
Brand: Hair Recipe
Creative Director / Head of Design: Kris Duanmu
P&G Head of Production: Dalbag Khaira
Hair Recipe Senior Brand Manager: Karen Ai
Brand Director: Fish Yu
Production Company: Sweetshop Shanghai
Director: Duanmu / 立山而木
Director of Photography: Muchen / 牧尘
Managing Director & Executive Producer: Laura Geagea
Senior Producer: Catherine Law
Producer: Anson Gil Mercado
Photography team: LMADP (上海乐弥广告设计制作有限公司)
Photography team producer: Lele Liang
Line Producer: Ryan Li
Art Director: Julius Mak
Wardrobe Stylist: Sharon Chiu
Main Talent: DangDang
Offline Editor: Anais Siab
Post Production: Digital Domain, Shanghai
Post Producer: Alexei Golob, Digital Domain
Colourist: Simon Astbury, Digital Domain
Online Aritst: Jiawei Chen

Ad Nut is a surprisingly literate woodland creature that for unknown reasons has an unhealthy obsession with advertising. Ad Nut gathers ads from all over Asia and the world for your viewing pleasure, because Ad Nut loves you. You can also check out Ad Nut's Advertising Hall of Fame, or read about Ad Nut's strange obsession with 'murderous beasts'.

 

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