Cannes Lions
GREY, Tokyo / PROCTER & GAMBLE / 2022
Overview
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Credits
Execution
Liu Xiang, star of the Chinese swimming world, appears in the “VS Looks” version. This film is set in a social media ocean, with all kinds of comments drifting in it. She swims elegantly in the ocean. However, these comments are not about her capability as a top-tier athlete, but instead they all laud her appearance. She retreats deeper and deeper into the ocean as she agonizes over the disparity between expectation and reality.
However, to show her true self to the world, she jumps out of the social media ocean with great force. She then fearlessly faces the kaiju created by a society that only values appearance.
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