“Buy it. Wear it. Wash it. Return it.” You’ve always wondered if it could be done. DDB Melbourne did it – not for a pre-Cannes or post D&AD party, but for Radiant.
And scored a 13 out of 14 garment success rate. (One item was unexpectedly torn by a spiky fish during filming.)
A spiky fish? Yes, this wasn’t an average buy, wear, wash & return adventure. DDB bought a variety of garments (not just a Gary Bigeni cocktail dress) at retail stores, which was filmed using hidden spy cameras. Then came the fun part – the clothes were worn in a series of extreme torture tests – from pig feeding to garbage collecting. Afterwards they were washed, using Radiant, in real world conditions. Finally, a ‘return’ was attempted at the stores where the garments were first purchased.
The very new style of advertising was to highlight Radiant’s very new range of products, which contain a number of very new technologies that keep colours newer, for longer.
DDB Melbourne’s Radiant Return tested the brand’s claims.
The integrated campaign centres on the series of web films the idea produced over two weeks with director Stephen Carroll and Exit Films. The films are supported by digital media, PR, a social seeding strategy, outdoor and television.
“For years we’ve seen the same old stuff trotted out for laundry detergents. Hopefully this breaks the mould. We’re incredibly proud of this one, and for the bravery our client showed in believing we could pull it off,” DDB executive creative director, Darren Spiller, stated.
“We’ve been passionate about wanting to change the conversation Radiant has with its customers. People don’t connect with the category anymore and it’s about time some long standing stereotypes evolved. Radiant Return is a breakthrough campaign for us, we’re excited to see how people respond and ultimately trust our product,” added Brooke Tierney, head of brands – homecare.
Agency: DDB Melbourne
Executive creative director: Darren Spiller
Creative director: Simon Bagnasco
Art Directors: Dan Grech & Chris Andrews
Copywriters: Eamonn Dixon & Simon Bagnasco
Production company: Exit Films
Director: Stephen Carroll
Producer: Tobias Webster
Editor: Jon Holmes
Sound Design & Mix: Flagstaff
Music: Electric Dreams
PR/Social Media: Mango
Digital: Tribal Melbourne
Digital creative director: Steven Skrekovski
Executive producer: Rebecca Bayly
Producer: Ella Huang