2011 Winners & Shortlists

Execution

In the Middle East, Ariel is a top selling detergent. All well and good…but what about its variant: Ariel Color & Style? We were asked to support a regional campaign for Ariel Color & Style by demonstrating how it keeps your clothing's colors bright. One of the ways we did this was to go where the action was: Beirut-Rafic Hariri International Airport – a hub for travelers from all over the Middle East, and the perfect place to engage people with a product demonstration. We commissioned a special piece of luggage, complete with a few lights, to be placed in the baggage claim area of arriving flights. As unsuspecting passengers waited for their luggage, they were surprised to see an ordinary black bag that wasn't actually so ordinary after all. A simple luggage tag revealed the message: Ariel Color & Style. Keeps colors bright.