2018 Winners & Shortlists

BRINGS OUT THE SOFT

BrandHENKEL
Product/ServiceVERNEL FABRIC SOFTENER
EntrantDDB DUBAI, UNITED ARAB EMIRATES
CategoryIllustration
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

Name Company Role
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