2016 Winners & Shortlists

THE NEW EL KEF LIQUIDE

BrandLESIEUR CRISTAL
Product/ServiceHOUSEHOLD
EntrantSHEM'S PUBLICITÉ Casablanca, MOROCCO
CategoryHousehold, Home Appliances & Furnishings, Home Electronics & Audio-Visual
Entrant Company SHEM'S PUBLICITÉ Casablanca, MOROCCO
Advertising Agency SHEM'S PUBLICITÉ Casablanca, MOROCCO
Media Agency SHEM'S PUBLICITÉ Casablanca, MOROCCO
Production Company VIDEORAMA Casablanca, MOROCCO

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.

Credits

Name Company Role
Yanis Ayouch Shem's Publicité Creation Director
Quods Ouaissi Shem's Publicité Editor
Fouad Lahjouji Shem's Publicité Account Director
Youssef Barradi Lesieur Cristal Marketing Director
Nisrine Bennani Lesieur Cristal Brand Manager