Ariel Ambient Ariel: World's Deepest Cleaning Test by Muse Amsterdam

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Ariel: World's Deepest Cleaning Test

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Industry Washing powders & Detergents
Media Ambient
Market Netherlands
Agency Muse Amsterdam
Creative Director Sander Ejlenberg
Art Director Philia Beroud
Released July 2011

Credits & Description

Ariel - the largest laundry detergent brand across Europe, the Middle East, Africa, and Asia - conducted the "World's Deepest Cleaning Test" in Dubai, U.A.E. on July 1st, 2011. The visual spectacle was the finale of a two-day Global Launch Event for Ariel's new deep cleaning innovation, which media, celebrities, and influencers from 30+ countries travelled to Dubai to experience. Ariel scientists used innovative 3D tools and technology to develop a new deep cleaning formula.... The 'Deepest Cleaning Test' was a 3D Projection Mapping done on a large building within a construction site in downtown Dubai. This was also the first 3D Projection Mapping in P&G history. The creative agency was Muse Amsterdam.

World'd Deepest Cleaning Test
A group of Ariel scientist organize the biggest 3D cleaning demo in the world. After years of hard work on the development of a new revolutionary washing formula they’re ready to share Ariel new deep cleaning formula with with the world, using 3D mapping technology.
The Deepest Cleaning test takes place at their test facility in a huge cooling plant in a Dubai. The facade is attacked by extreme forces of nature such as rain, thunder, heavy lightning and sand storms. As if that's not enough their bulldozers deposit piles of dirt and the building is sprayed with paint. Test Phase 1 is completed.

In the second part of the experiment the building facade is sucked into a tremendous washing machine. The golden ‘3D booster’ race into frame to do their work and dissolve all dirt. A jet engine shaped dryer then dries the facade and it's hung back into place, totally shiny and bright, clean as never seen before.Muse and Ariel give a new dimension to washing communication!

Muse Amsterdam
Muse Amsterdam has been a pioneer of 3D projection concepts for leading international brands like P&G, Samsung, Mattel and H&M. Recently awarded a Cannes Silver Lion and Webby award for innovation in 3D. Muse Amsterdam always tries and push the boundaries of technology to tell a brand story in a way never been seen before, creating a sensation offline and on the web. 3D projection is the start of a series of outdoor innovations from Muse Amsterdam which we’ll roll out in 2011 and 2012.

About 3D projection mapping
Mixing fantasy and reality worlds, to make the impossible possible, is one of the biggest powers of 3D projection. 3D projection mapping, “is any method of mapping three-dimensional points to a two-dimensional plane. We match the video to buildings that we’re projecting on to create amazing 3D effects, making it look as though buildings are crumbling, changing their structure and more. Projection mapping can provide a great double exposure if used right, because you get a great live offline event, followed by a compelling PR video and online activation opportunities.

P&G is one of the biggest R&D companies in the world. The company has done a lot of research to improve the Ariel washing formula, inspired by the 3D revolution (3D creates a new standard of how we see and experience the world). Thanks to a new 3D researching technique -3D testing and simulation- a new deep cleaning formula will be introduced globally in 2011. So called ʻ3D boostersʼ, golden balls in the product, increase the depth of cleaning significantly.


Company: Procter & Gamble
External Relations Leader, Global Ariel: Kash Shaikh

Lead Agency:
Muse Amsterdam (NL)
Client Services Director: Michael Littaur
Sr Project Manager: Bert-Jan Strating
Creative Director: Sander Ejlenberg
Art Director: Philia Beroud

Animation: PostPanic (NL)
Technical supervision: BeamSystems (NL)
Local event production Dubai: Hill & Knowlton, WeLikeCustard
Sound design: Massive Music