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

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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
Released August 2011

Credits & Description

Category: Exhibitions & Live Events
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)
Media placement: Temporary Installation - V&A Waterfront - 25 August– 15 September 2011
Media placement: Direct Mail Invite - Mailings To Fashion Bloggers - 1 August 2011
Media placement: Event Decor / Collateral - V&A Waterfront - 25 August 2011
Media placement: Event Give-Aways - At Event At V&A Waterfront - 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. In addition, 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
We decided to launch the new variant with a unique installation in South Africa's premier shopping mall. The installation would be made from thousands of recycled Skip bottles transformed into a series of fish, dragonflies, seagulls and water lilies.

We had to convey the product’s new attributes – biodegradable liquid in a recyclable bottle – in a subtle but memorable way. And get fashion journalists, bloggers and couturiers to attend the launch. However, we also had to make sure that the general public engaged with it.

Describe how you arrived at the final design
Own the mall: First step was to examine sight lines for clear visibility from the entrances, escalators, elevators, cinemas and the luxury wing the mall.
Scale: Out of a 4-metre tall washing machine poured hundreds of water lilies, fish, dragonflies and seagulls that attracted the eye by their sheer volume. All made from old Skip bottles, hand-cut and assembled in a job creation scheme.
At the events, our message of caring for clothes - and nature - came through at every touch point, including hosts accessorised with recycled headpieces. The all-white installation clearly stood out in the cluttered shopping mall environment.

Give some indication of how successful the outcome was in the market
• Received extensive national TV and online exposure.
• By popular demand from both retailers and the public, the shopping mall doubled the installation's contract period – at no extra cost!
• The client got a 4-times return on investment, based on accepted PR evaluation rates.
• Exposure extended across fashion, decor, lifestyle, social, design, and ecology websites and blogs.
• Sales of the new variant increased by 79% in the 6 months from launch.