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

Inspector 1: It’s Terrible. The crime scene is an awful place. This Killer is senseless Neighbor: Beware… We see our three inspectors in a dark house with torch light looking for the victims: Inspector 2: He tortured them all the same way Inspector 1: Left his print everywhere Suddenly, we hear the screams of young girl. The inspectors follow the screams and find the young girl holding her teddy bear. Inspector 1: There’s smell over there The three inspectors go through a corridor, opens the bathroom door’s, feel bad smell and fin cloths on the ground. Inspector 2 solve the case and start imagine what happened and said: Inspector 2: Poor woman, she was devastated. Screaming and crying in the halls. There was no hope. The third inspector pushes the curtain of the bathroom, and said: Inspector 3: I found it chief! We see the inspector captured and chained the killer. VO: Morocco will suffer this criminal no more Introducing Liquid El kef for automatic machines