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SURPRISE COLLECTION

Download WEB 480×360 px HQ coming soon
basics
Industry: House, Garden & Pets
Media:Promotion & Event
Market:Brazil
Style: Minimalism
credit
Brand:
Agency:
Chief Creative Officer:
Creative Director:
Copywriter:
Art Director:
Account Supervisor:
Other credit:Digital Strategy: Fhits/UQ Bar
Media Director: Luiz Fernando Vieira
Planning Director: Ana Cortat
Projects Creative Director/Media: Evandro Soares
descriptioncnen
Describe the campaign/entry
No restrictions or regulations worth mentioning.

Results
We created a whole fashion collection called Surprise Collection. One detail: the clothes were 100% stained and nobody could see the prints underneath.

We sent the stained clothes with an Ariel sample to important fashion bloggers.

The bloggers posted the whole story with BEFORE and AFTER photos. Woman went crazy about it. Then an opportunity appeared.

Sao Paulo Fashion Week was coming. So we decided to do a fashion show with our collection. The press covered it and we felt we could go even further.

Nowadays the Surprise Collection is for sale in real stores.
So every woman could check Ariel's removal power.

The story had massive media attention at major fashion media outposts. Including TV, magazines, social media and blogs.

The audience was drawn to the content in 3 different moments.

1st moment - When the bloggers posted the whole story about
the Surprise Collection with BEFORE and AFTER photos.

2nd moment - When we decided to do a fashion show on the catwalk @ Sao Paulo Fashion Week

3rd moment - When we put Surprise Collection for sale at fashion stores so all woman could check Ariel's stain removal power and discover a new outfit underneath that stain.

The story had massive media attention at major fashion media outposts. Including TV, magazines, social media and blogs.
We reached more than 3 million woman with the story.

More than 4200 shares on Facebook.
More than 15K likes on Instagram.
Average of 1 tweet per minute during Fashion Week.


More than 1,500 Surprise Collection kits sold on real stores.
awards
Cannes Lions International Festival of Creativity 2013
Silver Branded Content & Entertainment
Best use or integration of offline media such as print, outdoor etc
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