THE ETHICAL TREATMENT OF CARPETS
| Brand | HENKEL |
| Product/Service | DAC CARPET SHAMPOO |
| Entrant | TBWA\RAAD Dubai, UNITED ARAB EMIRATES |
| Category | Best Use of Viral and Email Marketing |
| Entrant Company: | TBWA\RAAD Dubai, UNITED ARAB EMIRATES |
| Advertising/Web Design Agency: | TBWA\RAAD Dubai, UNITED ARAB EMIRATES |
Credits |
Brief Explanation
In the Middle East, carpet beating remains the preferred method of cleaning for older generation housewives and domestics. DAC Carpet Shampoo’s only real chance to break through such a closed market, and get increased exposure, was to turn tradition into taboo. We set out to create a movement under the DAC umbrella: defend the rights of carpets and create a negative image for the use of carpet beaters. Turning this insight into satire was the best way to appeal to the local, younger generation, especially by using channels with which they are familiar: the web, social networking, online petitions, etc.
Credits
| Milos Ilic |
TBWA\RAAD |
Executive Creative Director |
| Fouad Abdel Malak |
TBWA\RAAD |
Creative Director |
| Radovan Kupres/Omar Hilal/Bassam Doss/Kartik Aiyar/Deger Cotelioglu |
TBWA\RAAD |
Copywriters |
| Danilo Villanueva/Valencio Cardoso/Nagranee Channa |
TBWA\RAAD |
Art Directors |
| Omar Hilal |
Hilal Productions |
Director |
| Amira Ibrahim |
TBWA\RAAD |
Account Manager |