Radiant puts clothes to the ‘torture test’ in new integrated campaign via DDB Melbourne
In what is a massive departure from traditional laundry detergent advertising, today sees the launch of a brand new direction for Radiant via DDB Melbourne.
Radiant’s new range of products contain a number of breakthrough technologies that keep colours newer, for longer.
To prove it, DDB Melbourne created Radiant Return – an audacious ‘test’ of the brand’s claims.
The integrated campaign, centres on a series of web films, shot over two weeks with director Stephen Carroll and Exit Films.
The concept involved purchasing garments at retail stores (shot using hidden spy cameras.) The clothes were then worn in a series of extreme torture tests – from pig feeding to garbage collecting. Afterwards the items were washed, using Radiant, in real world conditions. Finally, a ‘return’ was attempted at the stores where the garments were first purchased.
“Buy it. Wear it. Wash it. Return it.”
Of the 14 garments purchased, 13 were successfully returned (one item was unexpectedly torn by a spiky fish during filming.)
Says Darren Spiller, ECD, DDB Melbourne: “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.”
Says Brooke Tierney, head of brands – homecare: “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.”
The online films form the hub of the campaign and are supported by digital media, PR, a social seeding strategy, outdoor and television.
Agency: DDB Melbourne
Executive Creative Director: Darren Spiller
Creative Director: Simon Bagnasco
Art Director(s): Dan Grech / Chris Andrews
Copywriter(s): Eamonn Dixon / Simon Bagnasco
TV Production:
Head of TV: Simon Thomas
TV Producer: Carol Sinclair
Exit Films:
Director: Stephen Carroll
Producer: Tobias Webster
Editor: Jon Holmes
Online Editor: Jon Holmes
Sound Design & Mix: Flagstaff / Producer: Brodie Flint / Sound Engineer: Paul Le Couteur & Dee Gjedsted
Music: Electric Dreams / Producer: Danny Thiris / Composer: James Cecil
Business Management:
Group Business Director: Sarah Bailey
Business Director(s): Luke Osborn / Katie Kouts
Business Executive: Louise Sully
Planning:
Executive Planning Director: Ian Forth
PR/Social Media: Mango
Senior Account Director: Rebecca Adams
Senior Account Manager: Louise Cook
Senior Social Media Strategist: Penelope Lipsham
Social Media Planner: Dave Albon
Digital: Tribal Melbourne
Digital Creative Director: Steven Skrekovski
Executive Producer: Rebecca Bayly
Producer: Ella Huang
Head of Art: Jonathan Yuen
Interactive Designer: Ioanis Hristodoulou
Developer(s): Dan Phan / Glade Kettel
Media: Mitchell’s Melbourne
Radiant Client Team:
Head of Brands – Homecare: Brooke Tierney
Strategy Consultant: Toula Bartholomew
Brand Manager: Ben Eyles
13 Comments
I like it. Great demo. Expect it to clean
up during the never-ending award season
as well.
Bloody good work DDB. Pity you didn’t make it before Cannes.
That is good stuff. A real advertising idea.
Seems like it’s official. DDB Melbourne are hot right now. Hashtag impressed.
Am I the only one that thinks this isn’t overly original? For years detergent brands have been proving how they can clean stains made in interesting ways, nice use of lo-fi production but that’s about all that’s new. With a credit list that long I’m expecting some quick replies.
That’s its charm ‘not so fresh’. It’s a refreshing execution of a classic demo. It would’ve been easy to something ‘different’ – what’s harder is to take something we’re all familiar with and make that look new and fresh.
Think not so fresh must have missed the point – it’s not so much about what they did to make the mess, it’s the fact that it could still be returned after 1 wash. Great thinking DDB Melbourne!
Gold
Boys, this is a cracker. Bloody great stuff.
I love this. And the degree of difficulty in this category is high – clients generally play it very, very safe.
The team must be doing something right.
Having a good idea is hard, but actually getting the client to trust in it and not add about four million logos in the edit suit is really hard.
What are you all smoking ?Old idea rewrapped with a barely there twist that is totally unbelievable.Doesn’t take much to impress you lot.
Just last week I was saying to someone that DDB Melbs seems to have gone really quiet.
And suddenly I’ve gone really quiet.
Winner. Well bloody done.
I think this is great. Wish I’d done it. Nice work, DDB Melbourne.