Gain: STAINS HAPPEN

Credits & Description:

Advertiser: P&G
Agency: LAPIZ
Category: Foods
Account Executive: Diana Saenz (Lapiz)
Art Director: Gaston Soto Denegri (Lapiz)
Illustrator: Javier Lourenco (Flamboyant Paradise)
Producer: Mechi Serrano (Flamboyant Paradise)
Chief Creative Officer: Laurence Klinger (Lapiz)
Copywriter: Omar Sotomayor Noel (Lapiz)
Creative Director: Maria Bernal (Lapiz)
Producer: Ximena Aguirre (Lapiz)
VP Account Director: Ernesto Adduci (Lapiz)
Planner: Felipe Cabrera (Lapiz)
Agency Production Artist: Larry Day (Lapiz)
Creative Director: Ciro Sarmiento (Lapiz)
Character Design And Layout: Ezequil Torres (Flamboyant Paradise)
Executive Producer: Guido Rutenberg (Flamboyant Paradise)
Production Artist: Harry Archer (Lapiz)

Outcome
Since the campaign was recently published, no official outcome or recall results were received or listed at the moment of this submission.

Brief Explanation
The brand’s biggest challenge was to stand out in a category that tends to vanish into visual formulaic. Finding the right approach was key to set Gain detergent aside from its competitors.

Implementation
We developed a visual concept based on a human truth: Accidents happen and there is no way you can know when. They are inevitable. In order to create a striking impression of this, we designed 3D characters connected by simply emotional cause-and-effect situations.

Client Brief Or Objective
Oxi-Boost is a white, odorless powder that provides effective stain removal to clothes and fabric. The benefit was clear- however- Gain needed visual breakthrough to communicate this cleaning innovation feature in their new detergent.