| Brand | PROCTER & GAMBLE |
| Product/Service | ARIEL |
| Entrant | SAATCHI & SAATCHI DUBAI, UNITED ARAB EMIRATES |
| Category | Best use of Ambient Advertising: Small Scale |
| Entrant Company: | SAATCHI & SAATCHI DUBAI, UNITED ARAB EMIRATES |
| Advertising Agency: | SAATCHI & SAATCHI DUBAI, UNITED ARAB EMIRATES |
Credits |
| Executive Creative Director | Marc Lineveldt |
| Creative Director | Sion Scott Wilson |
| Copywriter | Bianca De Silva |
| Advertiser's Supervisor | Mohammed Jifri |
| Account Manager | Heidi Afifi |
| Account Supervisor | Hamid Naqvi |
| Art Buyer | Leah Gacal |
| Art Director | Chris Jones/Masa Al Kutoubi |
| Photographer | Jihad Hamza |
| Other Credits | Hema Patel |
Execution
We wanted to make household shoppers in Dubai aware of the longer-lasting freshness benefits of Ariel with a touch of Downy. So, we sealed up some freshly laundered clothing and placed the 'packs' in amongst fresh produce items in a range of Dubai supermarkets. Surprised shoppers were then able to read more about their chosen 'item' before heading to the laundry aisle...