DAC FOR THE ETHICAL TREATMENT OF CARPETS
| Brand | HENKEL |
| Product/Service | DAC CARPET SHAMPOO |
| Entrant | TBWA\RAAD Dubai, UNITED ARAB EMIRATES |
| Category | Household, Home Appliances & Furnishings, Home Electronics & Audio-Visual |
| Entrant Company: | TBWA\RAAD Dubai, UNITED ARAB EMIRATES |
| Advertising Agency: | TBWA\RAAD Dubai, UNITED ARAB EMIRATES |
| Production Company: | OMAR HILAL Cairo, EGYPT |
Credits |
| Executive Creative Director | Milos Ilic |
| Creative Director | Fouad Abdel Malak |
| Copywriter | Radovan Kupres/Bassam Doss/Omar Hilal |
| Agency Producer | Rouba Asmar |
| Advertiser's Supervisor | Bassel El Shaboury |
| Planner | Kedar Iyer |
| Account Manager | Amira Ibrahim |
| Director | Omar Hilal |
Brief Explanation
In the Middle East, carpet beating remains the preferred method of cleaning for most old 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. These were combined with more traditional print and TV media. The entire campaign was presented, very effectively, under the guise of a social awareness campaign.