New Radiant campaign via DDB Melbourne. Radiant's new range of products contain a number of breakthrough technologies that keep colours newer, for longer. To prove it, DDB Melbourne created Radiant Return - an audacious 'test' of the brand's claims. The integrated campaign, centres on a series of web films, shot over two weeks with director Stephen Carroll and Exit Films. The concept involved purchasing garments at retail stores (shot using hidden spy cameras.) The clothes were then worn in a series of extreme torture tests - from pig feeding to garbage collecting. Afterwards the items were washed, using Radiant, in real world conditions. Finally, a 'return' was attempted at the stores where the garments were first purchased. "Buy it. Wear it. Wash it. Return it." Of the 14 garments purchased, 13 were successfully returned (one item was unexpectedly torn by a spiky fish during filming.)
Category: Household, garden & pets
URL: http://www.radiantreturn.com.au/
Client: Radiant
Agency: DDB Melbourne
Country: Australia
Director: Stephen Carroll
Executive Creative Director: Darren Spiller
Art Director: Dan Grech
Art Director: Chris Andrews
Copywriter: Eamonn Dixon
Creative Director/ writer: Simon Bagnasco
Producer: carol sinclair
Producer: Tobias Webster
Producer: Ella Huang
Executive Producer: Rebecca Bayly
Head of TV: Simon Thomas
Editor: Jon Holmes
Online Editor: Jon Holmes
Sound Design & Mix: Flagstaff / Producer: Brodie Flint / Sound Engineer: Paul Le Couteur & Dee Gjedsted
Music: Electric Dreams / Producer: Danny Thiris / Composer: James Cecil
Business Management:
Group Business Director: Sarah Bailey
Business Director(s): Luke Osborn / Katie Kouts
Business Executive: Louise Sully
Planning:
Executive Planning Director: Ian Forth
PR/Social Media: Mango
Senior Account Director: Rebecca Adams
Senior Account Manager: Louise Cook
Senior Social Media Strategist: Penelope Lipsham
Social Media Planner: Dave Albon
Digital: Tribal Melbourne
Digital Creative Director: Steven Skrekovski
Head of Art: Jonathan Yuen
Interactive Designer: Ioanis Hristodoulou
Developer(s): Dan Phan / Glade Kettel
Media: Mitchell's Melbourne
Radiant Client Team:
Head of Brands - Homecare: Brooke Tierney
Strategy Consultant: Toula Bartholomew
Brand Manager: Ben Eyles