By providing a surprising insight to the laundry washing process, we created an interaction with the medium and the surroundings it was placed in. Showing really bad colour situations in a humourous and innovative way, we provoked the recipients identification with the problem. Thus we provided the recipients with the idea to avoid situations like these by using the right colour detergent - Rei F3.

During the last quarter of 2006, sales number of Rei F3 increased 15 % compared to the sales number of the same quarter the year before.The feedback from the target group was very positive. Rei increased both the awareness of their product Rei F3 as well as their brand.