Souldrops: Revolution In The Detergent Industry, 5

Credits & Description:

Advertiser: Monsun Kft.
Brand Name: Souldrops
Product/service: Laundry Detergent And Softener
Campaign Name: Souldrops - Revolution In The Detergent Industry
Country: Hungary
Agency: Republic Group
Agency Network: Independent Agency
Creative Director: Szabolcs Márton
Art Director: Zsolt Magó
Copywriter: Mátyás Ónodi-szabó
Account Director / Manager: Fiorella Szilágyi
Client Account Director / Manager: Kinga Kotsis
Managing Director: Tamás Barna
Other Credits: András Furák: Portfolio Director
Creative idea explanation:
Problem: The laundry detergent market is congested and stagnant. New entrants are rare. Locals are even more rare. Multinational brands thematise and shape the sector, making it static: common shapes, colours and designs have been dominating for decades.
Brief: Creation of the shape, image, design and visual world of a new, Hungarian line of laundry detergents and softeners, which are progressive, revolutionary and bold.
Soulution: The iconic shape and cutting-edge style are in fusion with Hungarian thinking and international trends: the creators reimagined a bottle shape typical in the local culture, painted it in pastel colours, and made them trendsetter.