Ariel Digital, Case study Ariel: Fashion Shoot by Saatchi & Saatchi Stockholm

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Ariel: Fashion Shoot

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Industry Washing powders & Detergents
Media Digital, Interactive & Mobile, Case study
Market Sweden
Agency Saatchi & Saatchi Stockholm
Creative Director Adam Kerj
Copywriter Petter Dixelius
Production B-Reel
Released September 2011


One Show 2012
One Show Interactive Interactive Advertising / Environmental/Experiential - Single Bronze
One Show Out Of Home / Digital / Electronic - Single or Campaign Merit

Credits & Description

During one week, 29 August -- 3 September, in a specially built glass box in the waiting hall of Stockholm Central Station, passers-by can watch as clothes are hung on a washing line, only to be soiled. Log onto Ariel's Facebook page -- -- and you can win clothes by controlling a specially programmed industrial robot loaded with ketchup, drinking chocolate and lingonberry jam in real time. With designer garments as your targets, your challenge is to hit them as they swish in front of the robot at Stockholm Central Station. It´s easy: aim, stain and win. The stained garment will be sent in the post after being washed on-site with regular Ariel Actilift.
Advertising Agency: Saatchi & Saatchi, Stockholm, Sweden
Creative Director: Adam Kerj
Art Directors: Gustav Egerstedt, Lisa Engardt
Copywriter: Petter Dixelius
Other credits: Erik Hiort af Ornäs
Production company: B-Reel
Event production: Atomgruppen