Ariel ‘Fashion Shoot’ wins two pencils at the prestigious One Show Interactive
14 MAY 2012
New York -Procter & Gamble's campaign ‘Ariel Fashion Shoot', created by Saatchi & Saatchi Stockholm, was awarded two bronze pencils at the highly prestigious One Show Interactive Festival in New York last night in the Interactive advertising/experiential and Integrated Branding/Online categories.
One Show is considered one of the most important international festivals attracting over 18,000 entries from 60 countries, judged by an international jury of award-winning art directors, copywriters and creative directors.
In addition to the success at One Show, Ariel Fashion Shoot has begun to amass a number of accolades including a Webby Award in the mobile and experience marketing category, Gold at Sweden's prestigious Guldägget (Golden Eggs Festival) where it was also the most shortlisted campaign and Gold at Sweden's Gyllene Hjulet awards as well as winning at the European Excellence Awards for PR. The campaign was also ranked #8 of the best interactive campaigns in 2011 by Creativity Online and was featured in Advertising Age's ‘Digital A-list'.
Notes to editors
Background on Ariel Fashion Shoot
Fashion Shoot was a live digital event for Ariel that took place in August 2011 at Stockholm Central train station and ran across Sweden, Denmark, Norway and Finland. People controlled a giant robot live or online through the Ariel Facebook pages. The robot shot stains (tomato sauce, chocolate and lingonberry jam) at a conveyor belt of clothing, including everyday essentials and high end designer, inside a giant glass cube constructed in the station. Those who successfully shot and stained a piece of clothing got it washed in front of them and delivered to them by mail.
The campaign's success also relied on strong support from MSL Nordics (PR) and Mediacom (media) as well as a number of other agencies in digital, film and logistics roles.