One small drop of Dawn Dish Liquid creates a huge amount of bubbles, and people intuitively connect a dish liquid’s bubbles (or suds) with its grease-cutting efficacy. To bring Dawn’s product superiority to life, we skipped the typical, rational side-by-side demo approach and went for something more inspiring and emotional – a larger-than-life art installation where people couldn’t help but immerse themselves in the awe and beauty of Dawn’s performance. And then, we needed to take the installation online, so everyone could experience it, whether on their desktop or mobile device. A behind-the-scenes video, a 360-degree view and Facebook Canvas were a few of the ways we made sure you didn’t have to be at the installation to experience the installation.

The Dawn Bubbles Project featured a 2-pronged creative approach – a larger-than-life art installation, and digital components designed to extend the experience online.

Phase 1 was the installation itself – 100 feet long, created with over 43,000 balloons and stretching over both the ground and first floors of a local shopping center, and steps away from a supermarket. In fact, the installation’s design incorporated several places where people could actually touch the bubbles, allowing for great interaction and social media opportunities. All just steps away from their local supermarket.

For Phase 2, we brought the Dawn Bubbles Project to life via a Behind-the-Scenes video on YouTube, as well as Facebook Canvas, Facebook 360-degree video and a teaser cinemagraph.

As the Dawn Bubbles Project debuted just weeks ago, sales figures are not yet available. However, the teaser cinemagraph component of the Project achieved a 24% view rate, surpassing all of Dawn’s previous digital creative.