Gisele Bündchen becomes a work of art in honor of Pantene

21 December, 2012


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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 — 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.  

Media enquiries:
Gê Rocha
Wunderman Brazil Communications Director
+55-11-3026-4558/ 3026-4560
ge.rocha@gruponewcomm.com.br

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