“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.

Creative credits:

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