Ariel Ambient SURPRISE COLLECTION by ALMAP BBDO Brazil, Africa Sao Paulo

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Industry Washing powders & Detergents
Media Ambient
Market Brazil
Agency ALMAP BBDO Brazil
Chief Creative Officer Sérgio Gordilho
Creative Director Paulo Coelho Santos, Sérgio Gordilho, Arício Fortes
Art Director Paulo Coelho Santos, Iron Brito, Rafael Gil
Agency Africa Sao Paulo
Released May 2013


Cannes Lions 2013
Branded content & entertaiment lions Branded Entertainment; Best use or integration of offline media such as print, outdoor etc Silver

Credits & Description

Media: Ambient
Advertised brand: Ariel
Advert title(s): Surprise Collection
Translation of headline to English:
To the delight of fashion experts and fans, Agencia Africa has created the ‘Surprise Collection’ for Ariel, featuring stained clothes which reveal their original prints only when washed. Prominent Brazilian fashion bloggers from the F*Hits blog network received a set of stained clothes, an Ariel sample and instructions on how to discover the hidden prints. The blogs covered the story, featuring ‘before’ and ‘after’ pictures which revealed the full impact of UQBAR’s designs. In addition, the washed outfits were displayed on the catwalk at the São Paulo Fashion Week 2013. Due to huge media and consumer interest, Ariel’s ‘Surprise Collection’ has been made available in stores across Brazil.
Advertising Agency: Agencia Africa, São Paulo, Brazil
Agency website:
Creative Directors: Sergio Gordilho, Aricio Fortes, Paulo Coelho
Art Directors: Paulo Coelho, Rafael Gil, Iron Brito
Copywriters: Aricio Fortes, Rodrigo Da Mata
Illustrator: -
Photographer: -
Additional credits:
Chief Creative Officer: Sergio Gordilho
Planning: Ana Cortat
Client Services: Marcio Santoro, Cecilia Duarte, Manuela Ramalho, Marina Damato
Media: Luiz Fernando Vieira, Evandro Soares
Digital Strategy: FHits, UQBAR
Published: May, 2013