Cannes Lions

FABRIC SOFTENER

OGILVY & MATHER SINGAPORE, Singapore / UNILEVER / 2013

Case Film
Case Film
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Overview

Entries

Credits

Overview

Description

In Vietnam and Indonesia after washing clothes mums habitually rinse the soap out using multiple buckets of clean water. But they don’t need to do that!

Comfort One Rinse is a fabric conditioner that in just one rinse, conditions and rinses clothes free of detergent foam.

In order to break their habits of rinsing so much our message was simple: "If you rinse more once, you'll waste more than just water."

This linked the simple action of wringing of clothes - the one action women do with every rinse - to wringing water from our planet.

Execution

Comfort SAVE WATER

This was a low budget production of Euro’s 50,000

There were two storyboards

Lake

Padi

We had the task of shooting two high quality TV spots, 30 and 60 seconds, on a limited budget of 50,000 Euros. When dealing with a serious and emotional issue like this, the last thing we wanted to do was compromise the quality of the production. Using a small but very experienced crew and well thought through visual effects, we were able to create a spot with high production values for a fragment of the cost.

Off and Online

The wring effect could have been created using cgi, but only with the right budget and time. We had neither.

We had to find a way to create the effect in camera.

The final frame of the final scene was digitally printed onto cloth and the hands wringing it were filmed at 100fps in the studio.

Additional mapping and degradation of the last scene for both commercials were created in Flame and Photoshop.

The budget was small. The time spent on planning the commercials was great. The good will spent even greater.

The equipment for the production

Cameras – Canon 5D Mk II & III

Nikon Prime lenses - 50, 80 & 24mm mounted with Arri follow focus system

Grip mounts - hand held rig, lightweight tripod and super- lightweight slider track system, tall ladder plus a hand built tower for the camera to shoot the final lake scene.

Crew

Director/D.o.P

Camera operator

One location and casting fixer

One driver, doubled as talent and casting fixer.

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