Ariel Digital Surprise Collection by Africa Sao Paulo

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Surprise Collection

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Industry Washing powders & Detergents
Media Digital, Interactive & Mobile
Market Brazil
Agency Africa Sao Paulo
Creative Director Sérgio Gordilho
Art Director Paulo Coelho Santos, Iron Brito, Rafael Gil
Copywriter Arício Fortes, Rodrigo Da Mata
Released May 2013

Credits & Description

To the delight of fashion experts and fans, Agencia Africa has created the âSurprise Collectionâ for Ariel, featuring stained clothes which reveal their original prints only when washed. Prominent Brazilian fashion bloggers from the F*Hits blog network received a set of stained clothes, an Ariel sample and instructions on how to discover the hidden prints. The blogs covered the story, featuring âbeforeâ and âafterâ pictures which revealed the full impact of UQBARâs designs. In addition, the washed outfits were displayed on the catwalk at the São Paulo Fashion Week 2013. Due to huge media and consumer interest, Arielâs âSurprise Collectionâ has been made available in stores across Brazil.
Category: Other
Client: P&G
Agency: Agencia Africa
Country: Brazil
Executive Creative Director: Sergio Gordilho
Creative Director: Sergio Gordilho
Creative Director: Aricio Fortes
Creative Director: Paulo Coelho
Art Director: Paulo Coelho
Art Director: Rafael Gil
Art Director: Iron Brito
Copywriter: Aricio Fortes
Copywriter: Rodrigo Da Mata
Planner: Ana Cortat
Client Services: Marcio Santoro, Cecilia Duarte, Manuela Ramalho, Marina Damato

Media: Luiz Fernando Vieira, Evandro Soares

Digital Strategy: FHits, UQBAR