Woolite: Blouse

Credits & Description:

Year/ID: 2012 / N018G12

Group: N New or innovative

Subgroup: N New or innovative

Award: Silver Drum

Product and services:

Woolite

Registrant:

EURO RSCG WARSAW

Country:

POLAND

Brand name:

Reckitt Benckiser

Advertising agency, city:

Euro RSCG Warsaw

Art director:

Rafal Rys

Copywriter:

Magda Banasik

Creative director:

Jacek Szulecki

Account Director /Manager:

Malgorzata Szerenos



Creative idea explanation:

An installation that consumers could interact with. By the press of a button the colour revitalisation benefit came to life in a spectacular way – woven plastic tubing formed in the shape of a dress were filled up with colour from a bottle o Woolite. If the installation was not initiated by consumers, it activated itself automatically every 10 minutes. The promotion was based on the idea that “Wollite brings back colour to clothes” and the benefit of colour revitalisation. In order to bring this idea to life an installation was build for consumers to interact with: 200 meters of tubing, 4 liguid-pumps, 4 air-pumps, 1 Motion Sensor, 2 Solenoid Valves and a computerised control system. By the press of a button woven plastic tubing formed in the shape of a dress were filled up with colour from a bottle o Woolite. If the installation was not initiated by consumers, it activated itself automatically every 10 minutes.