Responsible Beauty

Procter & Gamble has launched an environmentally friendly public welfare program named Responsible Beauty, comprising a visual storytelling campaign created and produced by global production company Sweetshop.

This fashion-themed film chronicles a journey of “lost and found”. It follows 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 workers, 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.