Communicado has launched a new brand campaign for Biozet Attack laundry detergent, featuring the new brand line: ‘For a cleverer clean’.
The agency’s campaign is set to roll out through paid Meta channels and comprehensively through strategic OOH locations around Australian shopping centres.
It aims to change the way laundry detergents are presented and bring a bit of fun and wonder to a category that was in need of a refresh. The campaign features a visually striking graphic of a ‘brain’ made of common laundry items.
“When you can say it all in one compelling visual, you know you’re on a winner,” Communicado’s executive creative director, Annie Price, said.
“It was amazing to work with the talented folk at The Craft Shop in New Zealand to bring this idea to life. I’m proud of the team for conceiving something so breakthrough for the category, we love where it landed and can’t wait to see it in the wild,” she added.
Angela Marriner, associate director – Grocery, Kao Australia, said: “We are thrilled with how this concept has come to life and we hope to capture the laundry audience’s imagination by leading with a very different way to talk about laundry.”
CREDITS
Client: Kao Australia Pty Ltd
Brand Manager (KAO): Mary He
Associate Director (KAO): Angela Marriner
Creative Agency: Communicado
Directors: Kerrie Ryan & Lucy Houldsworth
Integrated Client Director: Nicki Cole
Account Manager: Sasha Tonkes
Integrated Strategist: Daniel Hedger
Executive Creative Director: Annie Price
Associate CD/Writer: Chris Buchanan
Associate CD/Art director: Simon Fleming
Production company: The Craft Shop, New Zealand
Projects Director: Ben Lockwood
See also:
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