SHANGHAI, CHINA — What does the world look like for those who cannot see? Rejoice Franchise and Sweetshop have launched a new campaign that aims to inspire and empower the visually impaired community. Inspired by true stories from this community represented by three sight-impaired heroines, the campaign marks the first nationwide accessible ad for the visually impaired community and shows the beauty they experience in the world.
The film, directed by Duanmu Kris, has an authentic documentary feel to it and tells stories of the three women with visual impaired challenges and the raw emotions that come along with them.
Featuring the three womens’ individual stories, it first seems as if beauty has become unattainable to them. But as their stories unfold, we are reminded of how they are in touch with the world, its beauty, and we see the world through the eyes of their imaginations.
“Throughout the brand communications project, Sweetshop co-created a magical experience for our visually impaired friends and for the whole crew. We were inspired by how rich and colorful their lives are. We spent months getting to know this community. Their hypersensitivity to beauty and imagination is impressive and enlightening for the audiences,” said Duanmu Kris, the director.
Duanmu added, “On set, the production team kept the technical aspects of the shoot hidden and to a minimum to create a safe and free environment that allowed the visually impaired women and kids to be their natural, beautiful selves. This also allowed me to capture their natural beauty.”
The campaign comprises a three-minute film, several cutdown versions, along with an accessible version. A documentary was released a few days after the shoot to create hype for the film that was to be launched later. The campaign also includes print work featuring the main talent shot alongside the film. This was all produced by Sweetshop Shanghai. The accessible version was co-produced by Shanghai Fanshiliu Cultural communication Co., Ltd and Shanghai Yi’er Information Technology Co., Ltd with audio production support from Sweetshop.
In the first week of the campaign’s launch on China social media Weibo, it attracted broad interest and sparked discussions with more than 200 million views.
Watch the final film here.
CREDITS
Client: P&G CHINA
General Manager: Zhenzhen He
ECD & Head of Design: DUANMU
CD & Brand Director: Martin Lin
Design: Julie Wang
Senior Brand Manager: Grace Chen
Production Company: Sweetshop, Shanghai
Director: DUANMU
DOP: Chen Qichao
Managing Director & Executive Producer: Laura Geagea Producer: York Liu
Producer: Emma Hong
Post Producer: Lynn Wong
Production Assistant: Nick Wu
Line Producer: Wang Xin
Production Assistant: Shi Zi
Production Assistant: Huo Yan
Production Coordinator: Xiong Mao
Offline Editor: 4KIN
Post Production (Grade): MPC, Shanghai
Colourist: Agua Jiang
Post Producer: Iris Zhang
Post Production (Online): Juice, Shanghai
Managing Director: Simon Astbury
Post Producer: Tang Tang
Online Artist: Patrick Firmansyah
Accessible Film Producer: Snow Han
Audio Post Production: Shanghai Yu Jiao Yin Yue Studio, Shanghai Music Composer / Sound EFX / Sound Mixing for Accessible Version: Hank Lee
Audio Mixing Studio: Hush Studio, Shanghai
Producer: Kelly Lv
