Category

Award

FASHION LAUNDRY - ARIEL

Silver Spike

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ClientPROCTER & GAMBLE
ProductARIEL
EntrantACE SAATCHI & SAATCHI Makati City, THE PHILIPPINES
Type of EntryCorporate or Brand Itendity
CategoryEnvironmental Design
TitleFASHION LAUNDRY - ARIEL
Product/ServiceARIEL
Entrant Company:ACE SAATCHI & SAATCHI Makati City, THE PHILIPPINES
Design/Advertising Agency:ACE SAATCHI & SAATCHI Makati City, THE PHILIPPINES
Credits
Name Company Position
Andrew Petch Ace Saatchi & Saatchi Executive Creative Director
Trixie Diyco Ace Saatchi & Saatchi Creative Director
Bia Fernandez Ace Saatchi & Saatchi Associate Creative Director
Bia Fernandez Ace Saatchi & Saatchi Copy Writer
JanetteDe Veyra Ace Saatchi & Saatchi Art Director
Carl Urgino Ace Saatchi & saatchi Head of Art
Tony Sarmiento Ace Saatchi & Saatchi VP Integration
Rico Torres Ace Saatchi & Saatchi Final Artist
Rod Alonzo Ace Saatchi& Saatchi Final Artist
Crissy Ancheta Ace Saatchi & Saatchi Account Manager
Carlos Domingo Ace Saatchi & Saatchi Account Manager
Lou Santos Ace Saatchi & Saatchi Account Supervisor
Mikey Reyes Ace Saatchi & Saatchi Producer
Rodel Quitain Ace Saatchi & Saatchi Print Producer
Gen Lizares Ace Saatchi & Saatchi Business Development Director
Kiko Torno Ace Saatchi & Saatchi Event Director
Aya Gonzales Ace Saatchi & Saatchi Event Manager
Telly Arce Ace Saatchi & Saatchi Head of Broadcast
Jason Tablante Jason Tablante Photography Photographer

Brief Explanation

Mainstream media wasn’t enough to let potential consumers experience the product benefit of keeping laundry looking like new. We wanted to demonstrate it in such a way that consumers would want to interact and talk about Ariel.

Describe the brief from the client:

Ariel laundry detergent keeps laundry looking like new. We wanted consumers to experience this benefit in a new way.

Description of how you arrived at the final design:

We decided to make our consumer’s laundry look like new. And we don’t just mean their clothes. We partnered with the most trusted laundry chain in the Philippines- Metropole- and turned their laundries into a place people go to for new clothes, Fashion Boutiques. We did the same online. We created online ads promoting the latest fashions at ridiculously low prices. Once clicked, the ad lead you to the Metropole website where you see that the price was really the cost of having that garment washed in Ariel.

Indication of how successful the outcome was in the market:

Sales rose by 16% - a new record. And gained free publicity on TV, radio, print and online.