Cannes Lions

WASHING MACHINE

DRAFTFCB + SHIMONI FINKELSTEIN BARKI, Tel Aviv / H.Y. GROUP / 2011

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Overview

Entries

Credits

Overview

Execution

We built a giant 12-metre-tall walk-in washing machine installation with a drum in its centre. On the drum and walls we screened a 3 minute film we created. The film was a composite of 5 different pieces of footage shot inside a real Ariston washing machine that captured all stages of the washing cycle. Finally, to make the experience complete, we added a floor that vibrated, jets of water, wind and bubbles.The effect it created was a 360 degree experience that surrounded visitors from all sides

Outcome

Ariston’s washing machine launch was a visual statement that functioned as an autonomous media. While over 10,000 people went inside the machine (which worked at full capacity), this activity delivered a massive reach as over 500,000 people* visited the harbour during the Passover holiday. With nationwide TV coverage on Channel 1 and Channel TV, our campaign was valued at 200% of media investment.

While advertising on the harbour boardwalk is usually not allowed, we got this unique placement based exclusively on the validity of our idea as a content generating platform.* 10% of the country’s population aged 18+.

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