Brand | HENKEL |
Product/Service | VERNEL FABRIC SOFTENER |
Entrant | DDB DUBAI, UNITED ARAB EMIRATES |
Category | Illustration |
Idea Creation
|
DDB DUBAI, UNITED ARAB EMIRATES
|
Media Placement
|
OMD Dubai, UNITED ARAB EMIRATES
|
The Campaign
Vernel softens anything, and even the toughest of fabrics doesn't stand a chance. To show this, we create three intricate illustrations, showing hos something that is known to be rough, such as a bully, a bear, and a shark, gets softer and softer along a spiral path. This spiral is the metaphor for the washing machine, and what happens when you wash with Vernel.
Creative Execution
Inspired by the iconic swirl from a washing machine, we created the three stories, all analogies to what happens inside a machine when washing with Vernel. All elements are drawn and colored by hand, and encourages the reader to follow along on the journey and see how the bully, the bear, and the shark, gradually becomes softer and softer.
Indication of how successful the outcome was in the market
It's too early to speak about any results.
The target group is anyone who purchases fabric softeners, primarily women. This was a print campaign.
Credits
Firas Medrows |
DDB Dubai |
Executive Creative Director |
Zahir Mirza |
DDB Dubai |
Group Creative Director |
Ahmed Otaibi |
DDB Dubai |
Art Director |
Fady Youssef |
DDB Dubai |
Senior Art Director |
Catherine McManus |
DDB Dubai |
Senior Copywriter |
Victor Haffling |
DDB Dubai |
Copywriter |
Sanu Raju |
DDB Dubai |
Retoucher |
Sara Ezzeddine |
DDB Dubai |
Account Director |
Muhammad Mustafa |
Freelancer |
Illustrator |
Ahmed Abdelhameed |
Freelancer |
Illustrator |