2011 Winners & Shortlists

Execution

Clothes from laundries are delivered in plastic bags, so we created the ‘Steam Clean’ bag and turned something that our target interacts with every week into a vehicle for our message. We reinvented the laundry bag with our machine printed on it. Through the clear door people could see their pressed, wrinkle-free laundry hanging inside, driving home our message of ‘wrinkle-free washing with the LG Steam Direct Drive’. The bags were distributed to neighbourhood laundries to use instead of their regular ones, thus every bag became an ad that was delivered directly into homes.