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 editing was designed to immerse the viewer in a logical continuation of a typical crime thriller with crescendo rising events until the epilogue of the story and the capture of the killer: the established setting with the detective’s arrival, the evidences discovery, the assumptions of the detective with a flash back on the victim and finally finding the villainous killer.