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2017 One Show - Print & Outdoor

Wool

Agency MullenLowe / Singapore + MullenLowe / London

Client Unilever (Breeze)
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Annual ID

OS_PO17105M

About the Work

Breeze is the market leading detergent brand. To continue engaging consumers in marketing channels and at point of sale, we continue to creatively drive its efficacy in stain removal. No stain can hide from Breeze. No matter how well it tries to blend in, to become part of the fabric. If Breeze can spot it, Breeze will eliminate it. The idea is visually expressed through intricate typography, with the fabric literally spelt out in its weave and texture. Somewhere in there, a stain, also spelt out, tries to conceal itself. But the viewer should be able to see it through the lens of Breeze-an interactive demonstration that no amount of hiding can stop it from being found-and taken care of.