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 bias and tone of voice of this commercial are deliberately realistic; we are not in a comedy with humor but a real thrill story. The choice and the performance of the actors went in this direction. We tried seeking behavior and reactions of natural, authentic and credible performance. This credibility also involves gestures, posture and fitting