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The Dance

basics
Market:United Kingdom
Style: Minimalism
descriptioncnen
Execution
The idea is an interactive music video on YouTube that replicates the sensation of online clothes shopping by allowing viewers to switch seamlessly between multiple outfits. We also embraced the dry world of laundry care by putting them at the centre of the experience. Each outfit change comes with helpful tips on how care for them. Viewers could also discover hidden content that playfully entertained and surprised to encourage repeat viewings. The overall ambition is taking the laundry category out of the kitchen and into the world of online fashion.
Outcome
Results unavailable at time of submission.
Strategy
Laundry advertising is stuck in the world of stay-at-home mums smiling at washing machines. But Skip had a big ambition. To create a new premium category of laundry. They redefined the audience from mums, to ‘Purposeful Dressers’ who love their clothes. And reimagined the role of laundry in their lives from cleaning, to sharing women’s love of clothes and keeping them in perfect condition. Purposeful Dressers tend to buy Ariel or Persil. To recruit them, our job was to re-launch Skip through the brand idea of ‘Shared love of clothes’, supported by Skip’s new bobble-removing product which keeps clothes looking new. A game-changing brand deserves game-changing advertising. Our insight was that 70% of our audience regularly engage with clothes online. So we decided to take Skip out of the kitchen and into the world of online fashion in a way no one’s ever seen before from a laundry brand.
credit
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awards
Cannes Lions International Festival of Creativity 2014
Shortlist Cyber
Interactive Video
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