2011 Winners & Shortlists

The Brief

In a category cluttered with boring demonstrations of stain removal, our task was to demonstrate how easy it is to remove stains with Clorox for Colors in a memorable way. This, to a hard-to-convince target audience.

Creative Execution

The idea engaged the target audience right from the point when a stain happened till the stain was removed, in a fun and memorable way.

Describe the creative solution to the brief/objective.

We selected a database consisting of women who have kids below the age of 12 and sent them a direct mailer that consisted of a box containing a T-shirt and a tomato. The mailer guided the target group to throw the tomato at the T-shirt. This is when the idea unveiled. The tomato created a splat on the t-shirt for a moment and returned back to its original form, a simple demonstration of how easy it is to remove stains with Clorox for Colors.

Results

The direct mailer was well received by the target audience and further drove home the point that its so easy to remove stains with Clorox for Colors.