Cannes Lions

#FabulousDressProject

THE JUPITER DRAWING ROOM , Cape Town / UNILEVER / 2016

Presentation Image
Supporting Images
Supporting Images
Supporting Images
Supporting Images
Presentation Image
Case Film
Supporting Images
1 of 0 items

Overview

Entries

Credits

Overview

Description

To prove that Skip washing detergent helps make fabulous garments last longer, we started the #FabulousDressProject - a fashion experiment that showed Skip will clean and protect a dress, and keep it looking fabulous, even if you stain it on purpose.

By leveraging the social media followings of two of South Africa's biggest fashion celebrities, Celesete Arendse and Aisha Baker, we spoke directly to our audience. We used food and household products to stain a perfect white dress, creating thee unique pattern designs for three different influencer events.

We then took it one step further, and invited the public to a final exhibition where they could see that the dress was still fabulously white after the process, get involved by creating their own stained patterns, and stand a chance to win the original white fabulous dress.

Execution

We started the #FabulousDressProject social media handle, which we used to leverage the followings of our two fashion celebrities and gain traction across different integrated platforms.

SA fashion designer, Celeste Arendse, created 3 different pattern designs and applied them by staining a perfect white dress with food and products notorious for ruining clothes. SA fashion blogger, Aisha Baker, wore these designs to 3 different events. After each event, the dress was washed with Skip, transforming it back into a perfect blank white canvas for the next design.

Finally, we hosted an experiential event during Cape Town's massively popular First Thursdays. People could experiment with stains, create their own designs, and share them on Instagram - the best design won the original white dress.

The story was captured with a behind-the-scenes video that covered the process and was shared and promoted on YouTube, along with TV and media coverage.

Outcome

The project ran for only 10 days, and in that time the campaign was seen more than 605,244 times across the different integrated platforms.

We achieved more than R427,369 worth of free editorial coverage, including national TV.

A 1:21 PR return on investment proves that we made a small budget go a long way.

Similar Campaigns

12 items

1 Spikes Asia Award
SKINS FOR SKIN

OGILVY, Singapore

SKINS FOR SKIN

2024, VASELINE

(opens in a new tab)