Title | CRAFTING NATURE |
Brand | UNILEVER |
Product / Service | CITRA |
Category | B01. Fast Moving Consumer Goods |
Entrant | R/GA Singapore, SINGAPORE |
Idea Creation | R/GA Singapore, SINGAPORE |
Name | Company | Position |
---|---|---|
Mark Tipper | R/GA Singapore | Executive Creative Director |
Pei Ling Ho | R/GA Singapore | Associate Creative Director |
Jia Ying Goh | R/GA Singapore | Associate Creative Director |
Adele Huang | R/GA Singapore | Senior Content Producer |
Alison Lim | R/GA Singapore | Account Supervisor |
A renowned Thai jeweler celebrated for her nature-inspired designs embarks on a journey to Korea’s south coastal seas to learn how the rare Akoya Pink Pearl is harvested for Citra’s Pearl body lotion. The film intercuts between the jeweler’s design process, and the complex rituals Citra takes to refine raw pearls into precious pearl powder, drawing clear parallels between the craft of jewelry design and the craft of natural skincare, both of which require years of learning, dedication, expertise and passion to capture and unlock the best of the materials for their customers. The film ends with the jeweler visibly inspired by what she has encountered in her journey, and eager to translate her learnings into a new pearl collection. She encourages the audience to find their craft and unlock their potential.