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 art direction is constructed to dramatize and allow the viewers to live in a true crime story thriller with all the ingredients of a serial killer movie. The outside setting in a dark alley in a rainy weather, the policeman car, the policeman costumes, the torch light to highlight the evidences and the presence of many visual symbols that refer to the famous thriller crime movies ( Hannibal, Seven,…) like boxes, doll, the cage to capture the killer …. to push the thrill to the maximum and keep the attention to the end.