2016 Winners & Shortlists

The Campaign

We will stigmatize the use of the machine powder and attack it frontally by using a style well known and appreciated by our consumers: the thriller movies using a fantasy of violent crime, victims and police investigations. We are not at all in the parody or on humor comedy; we are in a dramatic and real police investigation to reveal a serial killer which rages laundry and washing machine. The machine powder kills laundry and washing machine. We'll take this expression literally. Surfing on the codes of the thriller movies, we'll show the evils of the machine powder: a Machiavellian and ruthless serial killer.

Creative Execution

The direction objective is to breathe life into this crime story scene, and make sure the mese-en-scene is done perfectly to achieve it in a realistic way. We create something that looks like the ?lm SEVEN, or the X-Files. A murder mystery that keeps viewers on edge, while they watch, thinking they are looking at a trailer of a ?lm, and keeping the detergent hints vague till the last third of the ?lm.