Breeze Design & Branding EVOLUTION by Lowe Singapore

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EVOLUTION

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Industry Washing powders & Detergents
Media Design & Branding
Market Singapore
Agency Lowe Singapore
Art Director Liong Khoon Kiat, Loh Seow Khian
Photographer Jeremy Wong
Released April 2012

Credits & Description

Category: Posters
Advertiser: UNILEVER
Product/Service: BREEZE WASHING DETERGENT
Agency: LOWE SINGAPORE
Chief Creative Officer/Executive Creative Director: Dominic Stallard/Clinton Manson (Lowe Singapore)
Creative Director/Copywriter: Lisa Glasgow (Lowe Singapore)
Art Director: Liong Khoon Kiat/Loh Seow Khian (Lowe Singapore)
Photographer: Jeremy Wong (Nemesis Picture)
Art Buyer: Dionne Yau (Lowe Singapore)
Account Manager: Satish Ramanathan/Andrea Aranador (Lowe Singapore)
Planner: Ranjit Jathanna (Lowe Singapore)
Agency Producer: Jasmine Tan (Lowe Singapore)
: Suon Oon/Lau (Wishing Well The Imaging Station)
Media placement: PRINT & POSTER - NEWSPAPERS & SUPERMARKETS - 13 APRIL 2012

Describe the brief from the client
To highlight the cleaning credentials of Breeze Liquid, our client asked us to create a campaign that made consumers change the way they saw the problem of stains, and how to remove them.

Describe the challenges and key objectives
Every washing detergent brand has been saying pretty much the same thing for decades - "We remove stains", so our challenge was to find a new angle.

We needed to take a series of tough stains, and tell consumers they are more intricate than they appear. In short, that chocolate isn't chocolate any more.

Describe how you arrived at the final design
The strategic thought itself is quite deep, and risked becoming complicated, so we wanted the design to convey the idea in the simplest, cleanest and most efficient way - much like the product.

Give some indication of how successful the outcome was in the market
The campaign has proven popular, to the extent that we have extended it to other channels and are considering more, as well as releasing in additional markets.