New FAKS gel uses enzymes that thoroughly clean even the most delicate clothes, so Imago used this characteristic as the basis for a new creative concept. Through a metaphor, the sensitivity of the clothing was brought to the absurd, and the result is an excellent campaign that further raises the bar in the category of detergents and household supplies.
“Maybe you can convince a client once that creativity brings results if they don’t believe that, but you can’t do it twice if it’s really not true. However, our cooperation with Saponija proves that it’s the plain truth, so, after the Missing Socks, we again realized an interesting campaign of which we are proud of – both we and the customer,” said Igor Mladinović, Chief Creative Officer at Imago.
“Filming was very demanding, but also fun. We wanted to make videos that will visually look like an extension of our previous ad for Saponija, where we used the technique of stop-motion to show where the socks go after they go missing in the wash. But this time the task was much more complicated, because we were working with big pieces of clothing, which in contrast to socks were very difficult to control. That’s why we assembled a great team of animators and professional puppeteers who did this project perfectly. As much as shooting like this one can be stressful and demanding, it’s a really nice feeling when you see that the whole set is working with a smile on their faces,” said Darko Bosnar, Art & Innovation Director at Imago.
Videos:
CREDITS:
Agency: Imago
Chief Creative Officer: Igor Mladinović
Art&Innovation Director: Darko Bosnar
Copywriter: Goran Bader
Account: Željka Perković
