When Ariston asked us to announce the launch of their new range of washing machines.we decided to let people experience what it feels like to be inside a washing machine.

Walking into the machine, the first thing people saw was the giant drum we built at the machine’s centre on which we used 5 projectors to screen a 3 minute film we created onto the drum and the structure’s remaining two walls.The film was a composite of 5 different pieces of footage shot inside a real Ariston machine that captured all stages of the washing cycle: from the introduction of the clothes into the machine, the wash program, the rinsing and the spin dry, right down to the removing the clothes once the cycle was complete. Finally, to make the experience complete, we added a floor that vibrated, jets of water, wind and bubbles.The effect it created was a 360 degree experience that surrounded visitors from all sides.

Ariston’s washing machine launch was a visual statement that functioned as an autonomous media. While over 10,000 people went inside the machine (which worked at full capacity), this activity delivered a massive reach as over 500,000 people* visited the harbour during the Passover holiday. With nationwide TV coverage on Channel 1 and Channel TV, our campaign was valued at 200% of media investment.

While advertising on the harbour boardwalk is usually not allowed, we got this unique placement based exclusively on the validity of our idea as a content generating platform.* 10% of the country’s population aged 18+