Ariel : Ariel Fashion Shoot--Best of 2011 IX #8

Stain it and win it.

Published On
Sep 01, 2011

Editor's Pick

This campaign, one of our designated best of 2011, made doing laundry more fun, and interactive, than you could imagine. To promote Ariel detergent, Saatchi & Saatchi Stockholm and B-Reel put up a live installation for six days at Stockholm Central station. A robot, filled with stain-creating food products like lingonberry and chocolate, was set up to squirt stains on 1,000 shirts moving past at high speed. The cool part was -- users logging in through Facebook from elsewhere in Europe could control the robot. If they shot a shirt, that shirt was washed up and sent to them, for free. Each user got three shots and the Facebook app was set up so only one user could control the robot at any one time.

The robot was built by B-Reel and Atomgruppen, along with teams of programmers and robot specialists.