Skip Design & Branding SKIP. EVOLUTION OF WASHING. CAMPAIGN by The Jupiter Drawing Room South Africa

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SKIP. EVOLUTION OF WASHING. CAMPAIGN

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Industry Washing powders & Detergents
Media Design & Branding
Market South Africa
Agency The Jupiter Drawing Room South Africa
Executive Creative Director Ross Chowles
Copywriter Brett Netherton
Designer Talyn Perdikis, Carla Kreuser - Designer
Released August 2011

Credits & Description

Category: Consumer Products
Advertiser: UNILEVER
Product/Service: SKIP LIQUID DETERGENT
Agency: THE JUPITER DRAWING ROOM
Executive Creative Director: Ross Chowles (The Jupiter Drawing Room)
Creative Director - Design: Joanne Thomas (The Jupiter Drawing Room)
Designer: Talyn Perdikis (The Jupiter Drawing Room)
Copywriter: Brett Netherton (The Jupiter Drawing Room)
Account Manager: Samantha Milne (The Jupiter Drawing Room)
Production Manager: Di Fraser (The Jupiter Drawing Room)
Art Buyer: Julie Gardiner (The Jupiter Drawing Room)
Designer: Carla Kreuser (The Jupiter Drawing Room)
Media placement: Installation - V&A Waterfront - 25 August– 15 September 2011
Media placement: Hand Delivered Invitation - Hand Delivered - 1 August 2011
Media placement: Branded Snood - Inside Invitation - 1 August 2011
Media placement: Chlorine & Acid Free Paper Tags - With Invitation Containing Details - 1 August 2011
Media placement: Launch Event - V&A Waterfront - 25 August 2011
Media placement: Recycled Skip Bottles Model Head Pieces - V&A Waterfront - 25 August 2011
Media placement: Unbleached Laundry Bag - Gift Bag - After Launch Event - 25 August 2011
Media placement: USB Wooden Peg - In Gift Bag Containing Press Release , Pack Shots & Installation Images - 25 August 2011

Describe the brief from the client
The brief was to launch a new version of a favourite laundry detergent. This new liquid is more biodegradable and comes in a recyclable bottle.
The market is chic, fashion-conscious women. And the goal was to create an event, experience or installation (the client wasn’t concerned which) that generated maximum PR exposure and spread through social networking sites.

Describe the challenges and key objectives
Firstly, we had to convey the product’s new attributes – biodegradable liquid in a recyclable bottle – in a memorable but subtle way.
Secondly, we had to get fashion journalists, bloggers and couturiers to attend the launch – then to spread the message through social media.
To create a central installation, event, and collateral material that appealed to the fashion elite while following the ecological principles of the product itself.

Describe how you arrived at the final design
We transformed old Skip bottles into hundreds of water lilies, fish, dragonflies and seagulls. Then used them to create a unique installation in the country's leading shopping mall. We invited the fashion elite to the launch with a delicates washing bag, filled with re-usable, fashionable items and printed using eco-friendly standards.
At the event, all touch points dramatised our message of caring for your clothes - and nature - from the décor and food, to the hosts who were even accessorised with re-created bottles head and shoulder pieces. Guests left with a 100% cotton laundry bag as a gift.

Give some indication of how successful the outcome was in the market
• By popular demand from both tenants and the public, the shopping mall doubled the installations' contract period – at no extra cost.
• Exposure extended across fashion, décor, lifestyle, social, design, and ecology websites and blogs.
• The country’s main morning TV show, did a 4-minute insert showcasing the installation.
• For every $1 of production, we delivered $4 in PR exposure.
• Sales increased by 79% in the 6 months from launch.