Washing machines have been getting bigger and bigger. 7.5kg-ers are no longer than big boys in the team. There’s a whole front row of 10kg-ers.

But they’ve all been just been dwarfed by LG’s whopper capacity, LG 15kg.

“OK?” you may have just said.

A 15kg load is five bed sheets, 12 bath towels, 5 tablecloths, 8 shirts, 9 t-shirts, 10 pillow cases, 9 pairs of underwear, 6 washcloths and 7 handkerchiefs.

Yes, now you get it.

And that’s what triggered GPY&R Sydney’s campaign idea.

The agency used the 71 items that can be washed in the LG ultra large capacity washing machine to make its 12 metre by 3 metre campaign billboard. Then, with a little help from oOh!Media, it put the billboard on Qantas Drive near Sydney International Terminal, part of the daily commute route for many.

The items, which were all washed in a single load in the machine, were assembled on the billboard at oOh’s fabrication warehouse and passersby were directed to an online destination where they could view the same 71 items being Done in One.

Lambro Skropidis, general manager of marketing at LG Electronics explained, “One of the most powerful tools in advertising is the product demo. This one is simple, impactful and sure to resonate with busy Aussie families for whom laundry can be a part of their daily routine.”

This was also a chance for oOh!Media to show off its special build capabilities, chief executive officer, Brendan Cook, noted.