Stockholm - In a consumer product test with a difference, last week P&G's Ariel challenged Nordic Facebook users to stain as many brand new clothing items as possible, with the chance to win whatever they hit - after it had been washed clean with Ariel Actilift.
Created by Saatchi & Saatchi Sweden, working with production partners B-Reel, ‘Ariel Fashion Shoot' took place in a specially built glass box in the waiting hall of Stockholm Central Station, where passers-by could watch as clothes were hung on a washing line, only to be soiled.
Facebook users logging onto Ariel's Facebook page controlled a specially programmed industrial robot loaded with ketchup, drinking chocolate and lingonberry jam in real time, trying to hit one of 1,000 designer garments and basics as they swished past. It was as easy as ‘aim, stain and win' - each successfully stained item of clothing was then washed on-site with regular Ariel Actilift before being posted on to the lucky winner.
"For us, Ariel Fashion Shoot is a fun, transparent and innovative way to put our products to the test. It is one of the largest product tests that Ariel has ever done. We chose the most public place that we could find as the venue for showing the whole process from soiling to washing. And the soiling is done by the consumers themselves on Facebook. Our message with this event is that stains are nothing to worry about. You should be able to wear your favourite clothes as often as you like without having to worry about unremovable stains or the garment being ruined in the wash. Hopefully we will also make people see the fun side of stains," said Aimee Goldsmith, External Relations Leader at P&G.
Hans Sydow, CEO of Saatchi & Saatchi Sweden commented: "Today we all dream of ways to engage consumers, to have them play with us, talk to us, hang with us. When we created this together with the savvy team at P&G Nordic and B-Reel, it just proves that it can be done."
See how the event unfolded at http://www.youtube.com/watch?v=ly5cdIRzYD4
Guillermo Vega, multi-award winning CCO of Saatchi & Saatchi London, is a man in a hurry. His career includes setting up and growing W+K Sao Paulo from 3 to 100 employees in 4 years. He talks about learning to be patient, the Super London way.
Tide 2021 Superbowl spot: Saatchi & Saatchi New York
Publicis Groupe hires Natalie Lam
Daniel Lobatón is the first chief creative to be promoted from within at Saatchi & Saatchi New York.
Launched in 2012, Team One’s The Legacy Lab™ is a thought-leadership platform exploring the dynamics of long-term brand building in a short-term world. The Legacy Lab has researched influential brands including The Bluebird Cafe, It Gets Better Project, Girls Who Code, The Ritz-Carlton Hotel Company, The Championships, Wimbledon and Taylor Guitars among others, and publishes many of its learnings online.…
Saatchi & Saatchi London has hired Guillermo Vega, the former ECD of 72andSunny New York, as its Chief Creative Officer. Joining on October 1, Vega will lead the agency’s creative department and build on its existing creative success. His appointment completes the Saatchi & Saatchi London management team, alongside Sam Hawkey (Chief Operating Officer), Richard Huntington (Chief Strategy Officer) and…
Cannes Lions 2018 saw Saatchi & Saatchi offices around the network pick up a total of 17 awards. The wins were split across Saatchi & Saatchi New York, Saatchi & Saatchi LA, Saatchi & Saatchi New Zealand, Saatchi & Saatchi Germany and F/Nazca Saatchi & Saatchi Brazil. Winning clients were Tide, National Down Syndrome Society, Toyota, Elanco, Sadia and the…
SKS365, a leading international betting company, has chosen Saatchi & Saatchi Italy, led by CEO Simone Masè, to handle the creative account for its sports betting and gaming brand, PlanetWin365.
Today Saatchi & Saatchi announces taking the pledge, and joining Free the Bid as a global network.
Publicis One Croatia today announces the appointment of three award-winning creative talents to Saatchi & Saatchi, promoting growth and creative excellence goals in Croatia and throughout the Adriatic. The three new appointments, who have extensive creative experience, will spearhead a re-energizing process of the agency in Croatia. Appointed are Ivan Tanić, who joins as Creative Director, Nebojša Cvetković as Art…
Saatchi & Saatchi New Zealand has been appointed as Tourism Fiji’s global brand agency of record, following a selection process and creative pitch that began in mid 2017. Saatchi & Saatchi will lead the creation of a revitalised brand platform and global campaign to attract visitors to Fiji from all over the world, focusing on key markets – Australia, New…
Kraft Heinz China recently appointed Saatchi & Saatchi Shanghai as their lead creative agency in China for all Kraft Heinz brand categories. Saatchi & Saatchi Shanghai won this business after a fierce multi-way pitch against other agencies over the past months. Saatchi & Saatchi Shanghai will lead creative services for all brands under the Kraft Heinz China umbrella. This covers…
Saatchi New York’s “It’s a Tide Ad” campaign for Super Bowl LII got the stamp of approval from a group of top advertising creatives today, winning the Super Clio, honoring the game’s best work.
Saatchi & Saatchi London have been named ‘The Best and Bravest Agency on the Planet’ by Contagious Magazine after topping their 2018 Contagious Pioneers agency rankings. The list recognises the top ten agencies round the world who consistently set the standard for creativity, innovation and excellence in marketing. The Contagious Pioneers list is based on an analysis of the Contagious I/O intelligence…
