During one week, 29 August – 3 September, in a specially built glass box in the waiting hall of Stockholm Central Station, passers-by can watch as clothes are hung on a washing line, only to be soiled. Log onto Ariel’s Facebook page – www.facebook.com/arielsverige – and you can win clothes by controlling a specially programmed industrial robot loaded with ketchup, drinking chocolate and lingonberry jam in real time. With designer garments as your targets, your challenge is to hit them as they swish in front of the robot at Stockholm Central Station. It´s easy: aim, stain and win. The stained garment will be sent in the post after being washed on-site with regular Ariel Actilift.
Agency: Saatchi & Saatchi, Stockholm, Sweden
Creative Director: Adam Kerj
Art Directors: Gustav Egerstedt, Lisa Engardt
Copywriter: Petter Dixelius
Other credits: Erik Hiort af Ornäs
Production company: B-Reel
Event production: Atomgruppen
Now this is what I call innovation in advertising. We all know that Facebook is a really well established brand for Social Network around the world. And having the idea to actually link event to the internet through a game giving your product extreme user experience! Really nice….