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

We want the lighting to be very dramatic. The scene will be mostly lit by in torch lights in the hands of the detectives. There will be a lamp in the distance lighting the night scene, in a corner of the room. Also, when the detectives pass through the corridors inside the crime scene, there can be a hanging light from the ceiling, swinging to create drama, and casting shadows on the walls. The washing room could be lit by the light coming through the window from a street lamp.