Since people tend to care more about wearing rather than caring for clothes, we teamed up with Swedish fashion designer Bea Szenfeld, and had her design a t-shirt together with electrolux that would work as a wearable ad. The message was simple and graphic - an oversized label covered with washing instructions - old and new, that the recipient was encouraged to cut loose. Another specially designed label was attached, symbolising the new way of taking good care of your clothes using Electrolux machines.

A 50x70 cm send out containing a t-shirt specially designed by fashion designer Bea Szenfeld for the campaign, informing the receiver that the new generation of washing machines are here, and that it’s time to re-think our laundry routines.

300 t-shirts were sent out divided between four countries (Sweden, Denmark, Norway and Finland).

Through the 300 influencers that received the t-shirt, our campaign reached over 437 000 people on Instagram.